FC Barcelona
The new home of Barcelonism
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Immerse yourself in Espai Barça, a groundbreaking project that fuses innovation, sustainability, and community. Discover how its new identity and narrative will propel FC Barcelona into the future.
Challenge
Espai Barça represents a complete transformation of FC Barcelona's infrastructure, designed to maintain the Club's sporting leadership while committing to innovation, sustainability, and neighbourhood integration. Our challenge was to develop a concept that encapsulates the project's value and highlights its potential. This concept would guide the campaign narrative, visual identity, communication plan, and website – for which we needed to create an informative digital platform that fulfilled all accessibility criteria and guidelines.
Approach
Drawing from Barça's resources and strategic foundations, we created the concept and claim "Més que un Estadi." This phrase encapsulates the project's magnitude and conveys that Espai Barça is much more than a renovation of Spotify Camp Nou. It is something truly meaningful: a space where endless possibilities unfold. The storytelling emerged from this idea, focusing on various pillars that showcase the project's benefits: securing the Club’s future while preserving its legacy, boosting the city and Barcelonism, offering new ways for members to experience sport and entertainment, promoting equality and recognition across all sections, and setting a new standard in innovation and sustainability.
Solution
The Espai Barça logo is rooted in FC Barcelona's most iconic and recognizable element: its crest, a symbol of pride and passion. We streamlined the original crest to represent the space, integrating the project's assets and values into a symbol featuring the initials "EB" and a "+" sign at the center, reflecting the Club's inclusive and modern language. We extended this concept into a visual system that translates "Més que un Estadi" into a Barça-inspired design language centered around the "+". This resource conveys the project’s momentum, appearing in communication elements as texture, framing, and information architecture. Both the graphic language and content were meticulously adapted to meet adaptability requirements, culminating in a seamless experience and website.
A digital gateway to the essence of Barcelonism
A digital journey to the heart of Barça: exploring infinite possibilities through versatile and accessible design.
Espai Barça is a reflection of its fans, passion, community, entertainment, innovation, and sustainability. To showcase all these elements, we designed an informative website that ecompasses rich and diverse content, while remaining simple, intuitive, dynamic, and visually engaging. For the UX/UI, we developed a sitemap tailored to the needs of different target audiences, ensuring a smooth and agile digital experience. Inclusion is a cornerstone of the project, and the digital platform was designed to embrace this integration. Based on the defined navigation, we organized the content of each section according to funnel phases and the goals of awareness and consideration, all aligned with the communication pillars. The result is a versatile website that invites everyone to explore the project, stay updated daily, and feel part of the community.
Exod
Exod: a spirit for the next frontier
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