LEÓN ROMERO

Explorations on Imagery & Design
Explorations on Imagery & Design
Levi's, 2020
A hand-stitched limited edition publication for world most renowned jeans brand
Text
  • Editorial Design

From the idea to portray different profiles of talented people who turn their work into a lifestyle, the creative agency Helsinki in close collaboration with Studio Bruma commissioned us to conceptualise and design a publication as a supplement of the campaign.
Our contribution came with a printed piece; a hand-stitched publication to communicate the campaign in the different retail outlets through an offline medium.

In this way, the publication showcases three photographic reports with the main characters of campaign; Christian Meier, a former professional World Tour Rider, David Gonzalez, custom bike designer and the Colombo brothers, owners and chefs of different iconic restaurants in Barcelona.
There is a strong typographic presence in the editorial piece, with distinct references to the “road type signage”, emphasising the link between the main characters, the pavement. This typographic approach is combined with edgy pages through layout, with pictures and texts arranged in a dynamic and loose way to display their day-to-day life.
Also, the publication has a small insert to point out some of the attributes of Levi’s new technology, in parallel with a singer sew to refer to the classic stitch of their legendary jeans.

Veintinueve Trece, 2019
Visual Arts Festival of Lanzarote
Text
  • Campaign
  • Editorial Design
  • Visual Identity

Veintinueve Trece is a photography and visual arts festival that takes place on the isle of Lanzarote in the Canary Islands.
With the aim of consolidating as a cultural proposal in the national panorama and keep growing as a project, they pretend to manifest and communicate the values that make this festival a unique experience.

Given the location and structure of the festival itself, the idea was to take advantage of this occasion to boost and enhance visibility to the most important sectors referring to the island’s history and development; agriculture and fisheries. In this way, the key values of the festival are reinforced in unity, collectivity and synergies between people.
As a result, the visual identity is shown as a whole; a rasterised image of texts and photographs, crafting a visual harmony with character and graphic abundance. The purpose is to arise creativity from an emerging and groundbreaking level, with the authentic representation of context.
The visual outcome consists of a dynamic layout with the use of typography in black and white, allowing to spotlight the photographs. This system enables the visuals to adapt with ease in different formats and mediums.

Lavina Peswani, 2018
New Wings Campaign for SS19 Collection
Text
  • Art Direction
  • Creative Direction

Lavina Peswani launches the first collection with a limited serie of clothing besides the usual silk scarfs.
The challenge was to create a campaign embracing her new clothing supplies and positioning her in within a new sector and range of competitors: high-end textile prints garments. With this collection, she made a creative leap into this new range of clothing since the brand was focussed on scarfs, until now.

The campaign proposes to show a free and empowered woman in a natural environment, where clothing and scarfs blend and create elaborated looks which reinterpret the artistic pieces of Lavina —illustrations with merging patterns.
Communicating the most artistic side of the brand allows the editorial to be more perceived as fashion and haute couture.
The campaign was photographed by a renowned fashion photographer, Carlos Moreno. Team was completed with styling of Melisa Barbero, Hair/Makeup by Iria Salgado and modelling of Marta Marín from Uno Models.

La Diabla, 2019
Stay Close to the Fire Extinguisher
Text
  • Apparel
  • Artwork
  • Type Design
  • Visual Identity

Experimental typography, live visuals and apparel for La Diabla, DJ and producer from the Canary Islands resident in Barcelona. His style transfers through different genres, from Dembow to UK Funky. However, he developed his own sound more to the clubbing scene and the Reggaeton essence.

This commission had to consider the continuity for future events and tours.
The idea is based on the representation of the different genres presence in his music. In this way, a concept is encouraged by taking over the aesthetics in Death and Grind Metal bands. This universe fits in a perfect way with the person, due to its own artistic name, his mise-en-scene and essence of mischief.
On the chromatic side, a simple palette of colors is applied based on red and yellow, which is inspired on the general idea of hell.

CCCB, 2019
Open Air Cinema
Text
  • Campaign
  • Visual Identity

Design for the visual identity for the “Gandules’19” event, which consists of an open air cinema activity, during the month of August, with a series of movies based on a particular topic.
In this edition the provided concept was “Quantum Vision”, referring to a temporary exposition housed at the center itself, “Quantum”.

The goal was to connect with the target audience of many profiles, meaning; the proposal had to reflect the festive, casual and friendly spirit of the event as well as the abstract and physics of the quantum concept.
Based on the simultaneous time lines in which quantum theory is endorsed, the design layout is defined by a dynamic typographic composition to cause different reading rhythms. In parallel, the colorful explosions generated by the collision of particles and protons are used as an inspiration for the different color gradients.
The versatility of these graphic resources provide a fresh air to the visual identity and allows its evolution in future editions.

Lavina Peswani, 2018 - Ongoing
High-end Unique Printed Textiles Garments
Text
  • Art Direction
  • Stationary
  • Visual Identity
  • Web Design

The brand Lavina Peswani is the alter ego of a young and enterprising creative with its name, focused on the creation of printed fabrics, fluctuating between art and fashion.
The assignment consisted of redesigning the brand itself as well as to design and develop a custom made e-commerce website to reflect the visual universe and provide a platform to sell her collections.
Moreover, the art direction for a capsule campaign to promote the scarfs of the New Wings serie. The collection explores four stories of four extraordinary powerful women. This series is a tribute to their bravery and strength.

Lavina Peswani creates series that are not driven by seasons or trends, but by the exploration of concepts, emotions and powerful stories. With this approach and her own cultural influence, the goal was to design a very personal brand, aligned with the high-end world, but also being able to communicate those moving stories with contemporary resources.
One of the most important pieces of the project was the digital work for the e-commerce, conceived to communicate the concepts of her series from an elegant perspective with the brand’s values, besides the sales targets.
The outcome of the brand is a very detailed custom-made logotype, combined with a contrasting typography selection and an inspiring art direction.
Also, part of the identity work was to develop a huge variety of applications; from stationary to packaging to offline/online communication.
The capsule of New Wings, it’s a photographic result that reminds of “how to dress up” with a total relevance on the scarfs.
The campaign was photographed by Marina de Luis, with styling of Javier Ly, Hair/Makeup by Iria Salgado and modelling of Joowon Lee from Blow Models.

CCCB, 2019
Digital Activism
Text
  • Campaign
  • Visual Identity
  • Web Design

The Center of Contemporary Culture of Barcelona (CCCB) aims to communicate the International Award for Cultural Innovation with “Internet” as a starting point.
Under this conception, CCCB Lab seeks for a graphic system that allows to communicate in a contemporary and impressive way by being loyal to the subject’s visual language in printed and digital mediums.

The campaign was approached from a social point of view by developing a communication that provoked interest, reflection and activism around the Internet, with the goal to generate awareness of its use.
Through a reclaiming tone and the use of vivid colors for the backgrounds, such as magenta and green, it is achieved to focus the attention on the dynamic system of pop-up windows to build a powerful visual language with strong communicative attributes.

Everpress, 2019
When a T-shirt Becomes a Warning
Text
  • Apparel
  • Artwork

Everpress platform —creator of limited series T-shirts— invited us to be part of the “Barcelona Takeover” edition with different designers and artists from the city.

As a result, the idea behind “Take care of your personal belongings” arises under the compromise of creating a predominantly functional shirt where the message takes precedence over aesthetics by using the latest events in the city in which we reside as inspiration. We created a typographic composition with the purpose of warning citizens and tourists to take care of their belongings for possible robberies or thefts to which they are exposed day-to-day.

Societat Catalana de Química, 2019
International Year of the Periodic Table
Text
  • Campaign
  • Type Design
  • Visual Identity

The definition of the graphic image for the “International Year of the Periodic Table Of The Chemical Elements” is in favor of celebrating the 150th anniversary of the periodic system of chemical elements discovery.
The main requirements were to design recognisable graphics to be used in different levels of visual communication; from branding to a poster design. Also, the intention was to avoid the representation of the periodic table itself as it is known.

The proposal uses the “AITP” acronym in Catalan —Any Internacional de la Taula Periòdica— as a key element of the communication, creating a unique typographic composition to suggest the visual representation of molecules, an essential element of chemistry in general.
The modular design of the letters allows to create different compositions altering the visual result. From a chromatic perspective, the intention is to avoid the tones of the table itself by introducing shades of grey, green and black. In this way, this resource generates by itself unique and recognisable visuals and sympathising with different kinds of public.

BE Skateboarding Magazine, 2016 - Ongoing
Celebrating the Very Best of the European Skateboarding Culture
Text
  • Art Direction
  • Creative Direction
  • Editorial Design

Art direction and graphic design for BE Skateboarding Magazine, a biannual publication that manifests the skateboarding scene on a European scale.

The proposal wants to contribute with a breath of fresh air in the sector and avoid the nineties style that prevails this kind of publications.
Focusing on a totally different concept through typographic use inspired by sports and its main actions such as flips, gaps, loops, grinds… each article is designed under a different layout, which generates vibrant and diverse compositions that add dynamism and rhythm in the different sections.

LowKeyMoves, 2018 - Ongoing
Pushing Culture Forward
Text
  • Art Direction
  • Visual Identity

LowKeyMoves is a creative music agency whose main objective is to boost culture through music, offering creative consultancy, music supervision and management as its main services.
Due to the spectrum of services they offer, it was necessary to define a recognisable (s/z) visual identity, scalable to different formats and touch points.

Inspired by the concept behind the name, the idea of polarity surges as “spotlight & shadow”. From there, the circle is used as a recognisable element of the identity.
This approach is visually represented under a “heritage” aesthetic, which results after the adoption of the most outstanding and typical resources of the different genres and musical currents that define their field of action: UK Garage, Jungle, Hip Hop, R&B, etc.
All of this presided over a roman typography with contrasting shapes, this allows to play with the contrast of elements in a notorious way and define a visual language that is not related to this type of media.

Orvay, 2018
Tapas and Wine in Barcelona’s Most Iconic Neighborhood
Text
  • Environmental Design
  • Type Design
  • Visual Identity

Orvay is not a common restaurant, it’s a gastronomic experience of tapas and wine, located in one of the most iconic neighborhoods in the city of Barcelona; El Born.
The restaurant is conceived by Isern Serra —interior designer— as a lively space to enjoy products of excellent quality in a relaxed and friendly atmosphere.

Keeping in mind the history and taking into account the products offered from the area with the main market —and different “queviures”, “ultramarinods” and wine cellars— the identity takes the sector’s branding aesthetics from that time as a point of reference.
With this approach, the communication pieces alternate between typography and illustrations to represent this universe. The elegant treatment and typographic presence refer to the brand’s signboard and, under a contemporary style, the illustrations reinterpret the products from then.

Metódica, 2018
Digital Alchemists
Text
  • Visual Identity
  • Web Design

Visual identity and web design for Metódica, a Barcelona based digital agency. The commission was to accomplish a series of requirements and particular characteristics; the design had to function for digital and printed applications and represent in a clear way the technological and code driven design background of its founding partners.

With the idea of code lines as a starting point, the design consists of a single typography use in one weight implemented in a very severe way without ornaments. These design parameters are transferred as a whole in corporate and communication pieces, as in the digital environment, generating a solid and timeless identity with a technological approach through the characteristics of the selected typography.
Along with a neutral color palette of white, black and grey as the main colors, it allows the identity to evolve and adapt to the different needs keeping its essence.
Regarding the web design, these typographic decisions are reinforced with by the module system which allows to build a page structure in various ways under different needs for every section or project.

Nike SB BCN, 2018
Finest Memories of Nike SB in Barcelona
Text
  • Editorial Design

During spring and summer of 2018, some international team members of Nike SB visited Barcelona —one of the most iconic cities in the skateboarding world— to skate with local riders and film an homage to the city.

From this idea, “BCN” is created. A limited edition photo-book that collects all material from behind the scenes and the best day-to-day moments.
The idea behind this publication consists in putting all the focus on the images taken during those unique moments that took place in the filming days. With three types of layout, the images speak for itself without any graphic intervention.
However, to enhance the collective’s image of “straight forward” and the city as itself, the cover is designed with a typographic composition that represents an arrow moving forward as a symbol of progress. This is combined with photographs of Barcelona in the back cover, collecting some of the most emblematic constructions to express the feeling of pride and belonging (lo correcto sería pride and accomplishment, como expresión).

Bibliotecas Públicas de Navarra, 2017
Boosting Libraries Through Art, Culture and Gastronomy
Text
  • Campaign
  • Visual Identity

Tierra Estella Library’s intention is to promote Navarra’s gastronomic literature through a wide program of conferences, activities and expositions during a month. Their aim is to set libraries as structured centers, not just for local culture, but for both gastronomy and its products.

Taking into account Navarra’s wealth of product variety, the graphic proposal discloses the D.O. —Designations of Origin, from the Spanish Denominaciones de Origen— and places them in a librarian context by developing a versatile visual system with book spines. This layout provokes a forced reading, which raises awareness on the reader with the gesture and gets to interact directly with the content.
Beside the color selection, which is from the own area using natural shades, the hand programs and online communication combine the blocks of information with illustrations of different products in order to enhance a strong graphic language.

Warner Music, 2019
Alizzz’s New Venture
Text
  • Art Direction
  • Artwork
  • Creative Direction

The internationally renowned producer and DJ Alizzz begins a new venture in his music career by founding his own label, Whoa Music. To celebrate, he gathers Paula Cendejas with one of the most renowned Latin R&B stars, Jesse Baez. In an intimate and romantic song, they explore the sounds of Future Pop with hints of Afrobeat, Dancehall and Funk Brasileiro.

The image is inspired in the letter itself, when Paula Cendejas recites: “Quiero bailar en tu cama (…), soy tu fondo de pantalla (…)”, which means: “I want to dance on your bed (…) I am your wallpaper (…). Through the photography we were able to create a warm and romantic atmosphere to capture the intimate moment of Jesse Baez in his bed waiting for Paula’s call while he looks at her picture.
On the graphic side, the text is added without dragging too much attention, placed vertically to add some rhythm to the composition and keeping the addition subtle to the image.

Nasferprint, 2018
Custom Type for a Printing Company
Text
  • Stationary
  • Type Design
  • Visual Identity
  • Web Design

Nasferprint is a company of print services with the goal of changing the game in the print industry, offering personalised solutions for individuals and corporations on a global scale.

With this premise, the solution for a recognisable identity is the creation of an exclusive typography for the brand. A visual language that will allow to develop all the corporate and communication pieces with an easy system but potentially unique.
Inspired by the early wood-block screen printing fonts and corporate identities used back in the 70’s, the typeface is designed with a bold aesthetic and has special ink traps that make its stain robust and mechanical, but ingenious and detailed at the same time.
In this way, the brand’s identity is defined by the use of the typography in big sizes, with the support of specific images to complement.

CCCB & Sold Out, 2017
Björk Digital Immersion
Text
  • Exhibition

Björk Digital is the virtual reality exhibition of the iconic Icelandic artist at the Center of Contemporary Culture of Barcelona. A production of this size, unique in Spain, gave the opportunity to visit the artist’s universe in an immersive experience of virtual reality created by Björk herself in collaboration with the best visual artists at that time.

The experience is a combination of performance, film projection, interactive installations and audiovisuals, also including visual pieces made with the latest technology. Besides the offline and online communication, the graphics and signage for the exhibition were also designed to ease the visit through it. M/M Paris, curators and creative directors of the exhibition contributed in many of the artworks. Produced by the CCCB, Sold Out & DC Entertainment.

Pepe Llaudet, 2017
Warmness and Simplicity Shaped into Identity
Text
  • Stationary
  • Visual Identity
  • Web Design

Design firm established in Barcelona that specialises in interior design projects and product design, primarily lighting. Pepe Llaudet is a Barcelona based design firm, specialised in interiorism and lightning. The comission consisted of shaping an identity and design a website for the studio’s new positioning.

The identity is solved through typography. The materialistic and non-materialistic parts of their work —the soul of their places and products— are represented by using filled and outlined typography.
The logotype, typography and images are placed throughout different pieces as in space/interiorism distribution. The colors help to unify the variety of work and at the same time it reminds of the “color palette moodboard”.
The outcome of a simple identity is based on a proper use of the resources by highlighting sensitivity and warmness of the designer’s work.

LEÓN ROMERO is a Barcelona-based studio founded by Jorge León and Mikel Romero. They operate worldwide helping people to communicate through imagery and design.
Driven by typography-led design, LEÓN ROMERO creates and develops clever and bold solutions for printed matters and digital media, focusing on visual identities, art direction, editorial and web design for brands, companies, institutions and individuals.
The studio also works closely with a selected network of collaborators from different fields in order to address all kind of design briefs.

LEÓN ROMERO
Passatge de Masoliver 10, 2º 1ª
08005 Barcelona, Spain

Office hours
Mon-Thu: 09:30am-06:30pm
Fridays: 09:30am-03:00pm

General inquiries
info@leonromero.work

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LEÓN ROMERO
LEÓN ROMERO

Selected Clients
Bershka, Bibliotecas Públicas de Navarra, CCCB, El Bandarra, Institut d’Estudis Catalans, Levi’s, L’Hòstia, Nike SB, Puig, Warner Music Spain

AJ Project, BE Skateboarding Magazine, Can Virgili, Helsinki Creative Agency, La Diabla, Lavina Peswani, LOLA MullenLowe, LowKeyMoves, Metódica, Miriam Quevedo Cosmetics, NasferPrint, Orvay, Pepe Llaudet Studio, Pronovias, Soldout Productions, The Suites, Veintinueve Trece

Services
Art Direction, Brand Strategy, Conceptualization, Creative Direction, Editorial Design, Packaging Design, Visual Identity, Web Design

Copywriting, Environmental Design, Motion Graphics, Naming, Signage Systems, UI/UX, Verbal Identity

Collaborators
The studio is always open to new partnerships. Among others, they have worked and collaborated with the following friends:

Adrian Rodd
Aitor Murillo
Ampi Aristu
Carlos Moreno
Clara Cancelo
Enric Badrinas
Fardoe Ruitenberg
Gimmewings
Granja Gráfica
Isern Serra
Letter Cotton
Li Ya Wen
Luis Mazón
Marina de Luis
Mario Malka
Mark Bohle
Méndez-Herrera
Metódica
Nova Era
Oficina 200bis
Pablo De Pastors
Paula Sánchez
Raquel Quevedo
Raymond Rojas
Roger Ferrero
Wete
Xavi García
Yosigo

Selected Press & Publications
Their work has been published by various prestigious publishing houses, magazines and design blogs such as:

AIGA Eye on Design
BP&O
Counter-Print
Designboom
Étapes:
i-D
It’s Nice That
Modern Heraldry
NEO2
Phaidon
SendPoints
The Design Kids

Extra-studio Activity
In parallel to the studio activity, LEÓN ROMERO teaches typography in the Master’s degree in Graphic Design at ELISAVA, aside other centers such as IDEP and Seeway.
They have been recognized several times by the ADG-LAUS awards and have been part of the jury in the categories of Graphic Design and Art Direction in 2019.

Internships
Currently, there are no open positions, but we are always keen on seeing interesting portfolios. Please send your PDF portfolio (maximum 5MB) or link to a website to info@leonromero.work
We always reply all emails, but due to everyday tasks, this might take us some time.
Stuff sent by postal mail cannot be returned. We kindly ask for your understanding.

Newsletter
We occasionally send some studio communications. Subscribe to not miss a thing.

Colophon
This website reflects a selection of some projects from the last few years. Please, take in mind that this serves as a sample to expose and illustrate our approach through a short selection of images.
Some of the images may belong to the brands, agencies or individuals related to each project. Please read project descriptions to learn more about image credits.
Special thanks to Metódica for the website development. The whole site is set using Rand typeface by Françoise Rappo (Optimo Foundry).

Last update: March 2020

© Copyright LEÓN ROMERO, 2020
All Rights Reserved

Services Industries Years Clear
A hand-stitched limited edition publication for world most renowned jeans brand
Visual Arts Festival of Lanzarote
New Wings Campaign for SS19 Collection
Stay Close to the Fire Extinguisher
Open Air Cinema
High-end Unique Printed Textiles Garments
Digital Activism
When a T-shirt Becomes a Warning
International Year of the Periodic Table
Celebrating the Very Best of the European Skateboarding Culture
Pushing Culture Forward
Tapas and Wine in Barcelona’s Most Iconic Neighborhood
Digital Alchemists
Finest Memories of Nike SB in Barcelona
Boosting Libraries Through Art, Culture and Gastronomy
Alizzz’s New Venture
Custom Type for a Printing Company
Björk Digital Immersion
Warmness and Simplicity Shaped into Identity