SYSTEM OUTPUT
Project // ACTIVE
WORK / culture & impact
Posters / Sigüenza
How do you update a tradition without making it unrecognizable?
A series of poster proposals exploring different ways of translating local culture, religious heritage and collective memory into contemporary graphic language.
San Roque 2023
Semana Santa de Sigüenza 2026
Projects
Fiestas de San Roque 2023
Semana Santa de Sigüenza 2026
Type
Public Poster Competitions
ROLE
Concept · Art Direction Illustration · Lettering · Graphic Design
YEAR
2023 / 2026
Location
Sigüenza, Spain
Status
Submitted · Not Selected · Documented & Published
Context
Designing for a place I already felt part of.
Both projects came from public competitions connected to Sigüenza, a place whose traditions, architecture and celebrations form part of my own cultural background.
That familiarity created an interesting design problem:
how to bring a personal and contemporary point of view to events that already have strong symbols, visual codes and different generations attached to them.
San Roque 2023
Local memory with a younger voice.
For the San Roque festivities, I wanted to avoid reducing Sigüenza to a collection of tourist landmarks.
The proposal focused instead on the feeling of belonging around family, friends, peñas and shared summer memories.
Blue and red connected the piece with the official colors of Sigüenza, while hand-drawn lettering and secondary illustrations introduced a younger and more personal tone.
01 POSTER
PROPOSAL
44 × 64 CM
FINAL FORMAT
HAND-DRAWN
LETTERING
ORIGINAL
ILLUSTRATION
Semana Santa de Sigüenza 2026
Three ways to question the same tradition.
For Semana Santa, I approached the problem differently.
Instead of developing variations of one idea, I created three distinct directions to test different levels of tension between solemnity, heritage and contemporary design.
Photography remained important, but it was treated as material for art direction rather than simply used as documentation.
01 EL CAMINO DE LA CRUZ
Contemporary impact
Dynamic composition
Intense color
Active typography
02
LA HORA DEL CALVARIO
Reinterpreted tradition
Processional photography
Gothic typography
Greater solemnity
03
REINA DEL SILENCIO
Heritage & symbolism
Religious imagery
Cathedral rose window
Architecture as halo
THE COMMON THREAD
Designing an image that sounds like them.
Across both projects, the objective was not to make tradition look “modern” for the sake of contrast.
The real question was which elements carry meaning and therefore need to remain recognizable — and which visual conventions can be challenged.
San Roque explored belonging, popular celebration and accessibility.
Semana Santa explored solemnity, religious symbolism, photography, materiality and heritage. Different contexts. The same design question.
SAN ROQUE
Popular · Social · Color · Lettering
SEMANA SANTA
Solemn · Symbolic · Texture · Photography
Results
Not selected. Still worth exploring.
None of the proposals became the official poster of their respective competitions.
But both projects gave me a space to test how cultural graphic design can balance personal interpretation with public recognition.
They also reinforced something I now apply beyond poster design:
being close to a culture does not mean designing only from personal emotion. It means understanding what others need to recognize in it too.
DOES YOUR TRADITION NEED TO EVOLVE VISUALLY WITHOUT LOSING WHAT PEOPLE RECOGNIZE IN IT?
Let's build a contemporary interpretation with context.
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STATUS: WORK ARCHIVE READY
