The Yarza Twins

0:12Hello we are Martin Eva we are a graphic design studio based in London. And we come from Spain yes we've been working together as a studio for one year and a half now. And we've done a few projects and we're gonna show you oh yeah which is a branding project with it for a small console in Spain and it was featuring is nice that a couple of weeks ago.

0:34So we will take you through the situation that we found doing this branding for such a small village this is a Spain so we want to introduce you first what is Galicia which is the area where the oil is there is a lot of misconceptions about what is Spain so we're gonna show you yeah because oh yeah has a challenge that the culture there is very different to what people know under their charge Department need to show that it's a different area so yeah let's travel a little bit more now yeah we are travelling closer than North Korea so this is a typical dance that everybody thinks Spain has a flamenco and a bullfighting yeah but this is not Galicia yeah it snowing in Galicia yeah you will not find bullfighting in Galicia or flamenco that is from the south and it's beautiful of course yeah in cali ta will have other traditions for example in carnival the villages everyone dressed the same.

1:35So it's very creepy like the whole every everything is like similar and every village has one different costume so you can travel them and be like oh my god and their customize their own hats and everything yeah. So when we think about the food of a Spain obviously everybody thinks by Allah or by paella I think you say here but no that is from Valencia so what they what do they think Olivia ever Galicia will have seafood is like the biggest market of seafoods I don't know where you know Europe maybe yeah a lot of fish and seafood on all these things yeah also we think about holidays in Spain that's your typical holidays in Spain but the fact is that I actually didn't know what was Magaluf until I came to London yeah I actually didn't didn't even know the name I didn't know it was here.

2:32So that's not Galicia yeah Magaluf is in Palma Majorca yeah it's a beautiful area by the way yeah apparently that's the typical architecture in Galicia it's like everything is stones and humid and it's raining all the time yeah it's very rainy so yeah we think about Spanish landscapes and he's like Reds yeah everything is plain but that's the center of his pains a very big country so Galicia is more Green has more mountains but they are not very very tall and as we said before it's very humid and when we talk about the music of course the Spanish guitar but that is from the south as well in Galicia they have something fascinated blowpipe is actually a Celtic area so it's a really big relationship with the Scotland and Ireland and people there say we live in Ireland not in Spain okay.

3:39So let's come to oh yeah oh yeah is the name of the village that approached us to design the identity of their to risk on a the councillor sorry the truth Department want us to develop that yeah calathea has more than one language we speak calendar the single idiom but we are very lucky as well because we are bilingual so we also speak Spanish yes and we're gonna introduce you now a little bit of all yeah how do you understand what is this little town so we know yeah we can find these marks in stones they are called petroglyphs and they have 4000 years old and they were using religious rituals or something like that.

4:29So they don't really know the meaning but they suspect is something like that yeah this is the monastery there's the biggest attraction in the village and it's near the sea this is called rapid asbestos is basically. There are a lot of wild horses in the area so once per year they grab all of them together yeah by the way the horses are wild horses that live in the mountains it's so cool yeah.

4:57So basically the only thing they do is they warm them. So it's good for them. And I also caught up with their hair because it gets very long on.

5:04And it helps them to be healthier all the horses not no horses killed in this event yeah selfie event so as well what you see here is the traditional Galician typography it was invented in the medieval areas more or less yeah it's this is a modern adaptation by Galician graphic designer called Costello yeah the beginning of the 20th century so the thing is this typeface was super popular in Galicia so much that nearly all the business use it nowadays yeah like everybody is using the same typeface yeah. So oh yes well wanted to have an own identity not to use the same type it's us everybody which is beautiful but yeah we need to evolve a bit but basically the first thing they ask us is to use a Galician typeface and we thought you need to be different to the rest of the area so dude to tell the difference so we start thinking what to do with the name. And it wasn't really awesome name is Audia is super easy to do something with it.

6:10So we decide to stack it vertically and make this tall that where you go to the villas you can make him arms or give him a bicycle or whatever. And it kind of makes what he makes and makes you feel part of it yeah we wanted to represent that Oya makes you feel human because of the nature and it's a small place these are some of the sketches and we separate everything this fractal everything is evolving from there yeah.

6:39So basically we part from this all style logo to a modern one and then sorry we got a green from the nature to create this kind of electric green yeah and we were told that the budget was so low that we couldn't have any photography I mean we couldn't find a a professional photographer in the village that would do it for free or surrounding so there was no photography at all yes so we thought we should make a graphic system which was really really imporant so you can really tell is part of that Brandon.

7:15So we selected this typeface made that and also on a typographer called Leah's cancer and we made a campaign based on copy we wrote everything based on people focus on tourists that will come from the cities looking for a place to relax and place without other tourists because there is no tree single so I'm making a bit of fun of other touristic campaigns like the ones you find in London or in New York in big cities that are completely the opposite from oh yeah. So here you see this sentence and we cover it that you know you can get a meaningful existence or you have got the days of the week like in London.

7:55But in oh yeah every day is Sunday everything goes really slow so here we have the the posters designed for this campaign for the tourist apartment so he's escaped the city that never sleeps you cannot Google an experienced Keep Calm the days of the week and you and here you can see some of the leaflets because the tourist department wanted to separate each one of their activities yeah. So it's like pilgrimage today some James walk also like the monastery the petroglyph some sort of fun activities yeah they do a lot of mountain activities and see activities and they all go inside this green booklet that's the brand book yeah the bronchi islands and some envelopes here you can see how the logo became customized we were a bit scared about hanging this modern identity to such a traditional village but it was very well received by the Village People on the first week they made some t-shirts and they were sold out.

9:14So we were like really surprised and and now this village has an identity which didn't have before yeah thank you [Applause]