As part of my education, I had the opportunity to go to Madrid as an exchange student for 2 weeks at the European university of Madrid. We were put in groups with spanish graphic designer students.

Our assignment at the school was to produce 3 posters and a flyer to tourists as well as to the locals to get them to be more involved in the city of Madrid and make them aware of what this grand city can offer. 

The 3 posters had to represent 3 different things:

1. Leissure

2. Culture

3. Hybrid between culture and leissure

We started immediately to brainstorm about how we perceive the city of Madrid. Us from Denmark quickly agreed that Madrid has a quite moderne feel to it and that gastronomy has a huge influence in the city. The spanish students perceive Madrid to be more old school. We discussed about how we can combine the two perspectives into our design.

At the very start we wanted our 3 posters to have a graphic design that would connect all 3 of them and made 1 big image if set next to each other, but we also wanted them to function individually.

Our first idea was to have pictures in black/white and have a part of the picture to be highlighted. We was not fully satisfied and we started playing around with different effects, but it was first when we were companied by an international student from Cphbusiness. He suggested that we made some of the picture in "drawn effect" and let the rest of the picture be in black/white.

Next was to figure out colors and typography. We decided to go with Raleway, since it looked a lot like the font that is used for movie posters. Furthermore we added "in a new way" to our slogan, because we feel that our posters represents the feeling of experiencing Madrid in a new way.

We knew that love would be the color red, i dont think i need to explain why, but it took us some time to get the precise color we wanted.

We ended up choosing red (hex #e73c22)

Since we wanted the 3 posters to work as a combined poster, we got the idea to match colors. If one poster is red, the yellow and combine the two and we get orange. It works together but also apart.

We finally found our colors through trial and error.

Our final colors are:

yellow hex #f9d72f

orange hex #f8923d

red hex #e73c22

We took a day out in Madrid with our spanish students to get some inspiration of points of interests to put in our map in our flyer. Our area of choice was Tribunal. This area is a rough in a diamond and is very similar to nørrebro in Dernmark. We decided to find 5 places in each category. Furthermore we also decided to put our favourite places on the posters.

Furthermore we danish students we decided to make a prototype to an app. We want our posters and concept also to be on digital devices.

Preview our app here

A huge thanks for a great teamwork to a great team