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Versiona Thyssen 2021

A young competition that plays with concepts and experimentation.

Design: Relajaelcoco

Client: Museo Nacional Thyssen-Bornemisza

National Museum Thyssen Bornemisza came to us with the need of a graphic system for their event: Versiona Thyssen. A youth competition that proposes to make versions of some of their most famous pieces with no restrictions in terms of technique: from photography, to 3D, performance, painting, etc.

Our main goal was to create a system that helped the museum to visually communicate with a younger approach to a target between 17 to 35 years old.

In 2021, together with the museum crew we decided to make a change on the visual approach with a more colorful system in which a brand new typographic essence and a digital nuance make the graphic proposal more dynamic and bold. This helped to achieve a vibrant visual communication system made by 4 impactful versions of the poster.

The main insight is the internationalization of the contest expanding the communication to other countries of the EU. Every communication element was adapted to French and English.

Finally the physical events also were reactivated, alternating them with online streaming. The new brand is applied to a wider environment using screens, some prints, providing a more impactful effect.