TORO

Team

Personal Project

My Role

Website & Strategic Brand Design

Tools

Figma, Photoshop, Illustrator, Blender

Date

November 2022

Client

Personal Project

My Role

Website & Strategic Brand Design

Industries

Figma, Photoshop, Illustrator, Blender

Date

November 2022

Overview

Thought process.

I developed a new yet familiar style for the people of Spain. Starting off the project, I needed to understand the target audience and their needs, preferences, and cultural values. This research will be discussed later on in the website. I’ve noticed that Spanish design is very illustrative, with many posters containing classic warm colours. The majority of Spanish advertising is illustrative, with few abstract examples. My best guess is because of how traditional Spanish values are, especially when relating to the oldest recurring festival in all of Spain. I wanted to push this concept beyond conventional values for my approach designing for the Festival del Toro. The festival has evolved from being solely traditional and now emphasizes celebrating human development.

The new brand design for Toro, formerly known as Carnival del Toro, pays homage to Spain’s rich traditions and cultural heritage.

Research

Understanding the Brand.

Understanding the brand involves gaining knowledge of values, traditions, history, target audience, market positioning to effectively communicate the brand’s message and create a consistent identity. So lets get into it!

BACKGROUND

The Carnival Del Toro is a 5-day celebration in Ciudad Rodrigo, Spain, featuring events such as dancing, bullfighting, and a horse bull run. The carnival has a rich history dating back over 500 years, and is known for it’s strong cultural ties to bullfighting. The running of the bulls is a popular event during the carnival, & traditional attire for these events includes white trousers, a white shirt with a red cummerbund, and a red neckerchief.

The carnival attracts people of all ages & ethnicities, and is known for its vibrant, joyous atmosphere.

DEMOGRAPHIC

The Carnival Del Toro draws a diverse crowd of all ages and ethnicities interested in its cultural roots and festive atmosphere. High attendance rates (95% hotel occupancy) are expected to surpass pre-pandemic levels. Some young men (ages 20-35) participate in bull-related events, while all ages, including children and middle-aged adults, join parades and carnivals. Many attendees have a strong connection to the event and local residents actively participate. Bullfighters and wranglers use the event to showcase their skills and bravery.

PSYCHOGRAPHICS

The Carnival Del Toro's bullfighting tradition sparks controversy, with opposing views on its role in Spanish culture. It's considered a rite of passage into manhood, where individuals confront bulls with faith, valor, and a thin sword. While a small percentage participate in these events, most attendees spectate, supporting friends and family, and enjoy socializing and eating with large groups.

Creating the Representational Poster

The first representational poster for the Carnival del Toro with the intention of capturing the excitement and intensity of a bullfight. I used warm, vibrant colors and a sharp, geometric style to achieve this effect, and included an illustrated drawing of a matador challenging a bull in the ring. The use of color in the poster is effective in creating contrast and highlighting the various elements, such as the matador’s white outfit, the pink cape, the bright orange and yellow bull, and the dark red audience in the stands. Overall, I have effectively conveyed the energy and drama of a bullfight through the design of the poster.

Creating the Representational Poster

Creating the Symbolic Poster

The second symbolic poster for the Carnival del Toro was created using mainly Blender and featured the bull, a powerful symbol of Spain. I positioned the typeface behind the bull to highlight its importance as the focal image of the poster. The bull’s dynamic, forward-facing pose and sharp geometrical structure with a grunge texture conveyed its strength and power. In the updated version, I rearranged the 3D models and changed the grey tones to a sharp black and white look. The imposing type treatment took up most of the space while still keeping the bull as the main focus. I also added a red scarf around the neck of the bull, which tied in with the common attire seen throughout the festival. The design effectively balanced white space and negative space, and while it didn’t make it to the final selection, I am proud of the result.

Creating the Abstract Poster

The third abstract poster for the Carnival del Toro was made entirely on illustrator. I was inspired by Keith Haring’s abstract human designs and practiced mimicking his style before developing my own. Inspired, I had the idea to depict the lively and energetic nature of the carnival through abstract movements and human/bull figures in my design. My iteration, each individual has a unique stance, as if they are all dancing. The focus of the design is centered on the middle of the page, while also considering the negative space surrounding it. This helps to ensure that the advertisement is not cluttered, allowing people to read and understand it properly. The original version of the design was simple, with black illustrations on a white background, similar to Keith Haring’s illustrations. However, when printed, it appeared plain and uninteresting. A white background can be difficult for an advertisement to stand out, especially in a crowded environment, and may not be as effective or memorable as a design with more vibrant colors. Therefore, for the newer version of the design, I changed the color scheme & brought the illustrations closer together. I chose a range of bright, bold colors (yellow, red, orange, blue, and cyan) that match those used in modern Spanish abstract art, and arranged them to emphasize the festival theme. I also added a grunge texture to create a visually interesting and abstract piece that complements the logo type. Overall, I am satisfied with the final product. The hard work I put into the design was worth it.

Creating the Abstract Poster

Digital Ads

I created digital advertisements that are suitable for use on social media and websites. After exploring different forms of advertisements, I have concluded that advertising mainly on social media is an effective way to reach a large audience. Using social media allows us to reach a wider and more diverse audience, including people in different locations, and helps to expose them to Spanish culture. The festival is open and welcoming to all, and the design of the advertisement mirrors that of the poster, featuring the same illustrations and colors.

In Summary,

After completing this case study, I have learned the importance of capturing the cultural richness and diverse appeal of an event in its promotional materials. In the future, I would focus on refining the visual balance and expirement more with color. This experience has taught me to embrace inclusivity and diversity while emphasizing an event's heritage and significance to its attendees. I would like to thank Professor Zab Hobart from York University for providing valuable feedback that has contributed to the success of this project.