Red de embajadores Valladolid
I led the creative direction for Red de Embajadores de Valladolid, transforming an existing civic initiative into a visual identity for a global network of talent, connection, and belonging.
Red de Embajadores de Valladolid was relaunched to reconnect the city with the people who carry its talent across the world. The challenge was to give the initiative a visual system that could feel institutional, but not static; emotional, but not nostalgic; and flexible enough to support a growing platform of profiles, categories, events, mentorships, and international connections.
The design response was built around the idea of connection as a living system. Through workshops, brand strategy, logo design, web direction, and a full identity manual, the project turned the network into something recognisable and usable. The symbol combines the “e” of embajadores, a continuous loop, the digital reference of the @, and a verification seal, creating a mark that speaks about belonging, trust, and global connection.
The identity expanded into colour-coded categories, digital templates, profile systems, communication assets, and a commemorative isometric illustration celebrating Valladolid through its monuments, people, and cultural legacy. The goal was not just to modernise the initiative, but to give it a visual language capable of activating a real community.
