An incredible memory that only a few will hold in their minds.
We dance in the pueblo.
RESEARCH & ANALYSIS
CONCEPTUALISATION
BRANDING
VISUAL IDENTITY
DESIGN SYSTEMS
CREATIVE CAMPAIGN
SOCIAL MEDIA
BRIEF
We were tasked with creating a brand concept that seamlessly integrates electronic music and contemporary trends with the Andalusian rural lifestyle: from the brand identity to the event itself as the centerpiece of the experience.
The main aim of the project was to introduce the brand and establish its positioning by highlighting Jara’s unique strengths, such as its spectacular location, local approach, and sense of community.
STRATEGY
Based on the research results, which involved close collaboration with NOON members and, promising screenwriter and director: Pablo Ruiz, as well as a benchmark analysis of current competitors and inspiring concepts, we discovered the need to highlight the location’s strengths to make it more compelling and self-explanatory. Consequently, we decided to center the entire creative campaign around the town and its local people.
NUMBERS
+312k
Campaign Total Views
+115k
Social Media Reach
+1,5k
New Users
The key objective of the Jara design project was to create a memorable cultural experience prioritizing a sense of community and sustainability.
To achieve this, we placed local people and businesses at the center of the concept. They became the main actors in the advertising campaign, showcasing the town’s best assets and hidden gems, and enhancing the overall experience.
BUILDING A BRAND
LOGO
As part of NOON’s experiences catalogue, Jara needed to align with the core principles of its parent brand while capturing the essence of traditional rural Andalusia. We achieved this by designing a geometric figure inspired by Andalusian tile traditions. El Real de la Jara, the host town, is celebrated for its night sky adorned with sparkling stars, which inspired the iconic star shape of the logo.
BRAND ELEMENTS
As part of NOON’s experiences catalogue, Jara needed to align with the core principles of its parent brand while capturing the essence of traditional rural Andalusia. We achieved this by designing a geometric figure inspired by Andalusian tile traditions. El Real de la Jara, the host town, is celebrated for its night sky adorned with sparkling stars, which inspired the iconic star shape of the logo.
CREATIVE CAMPAIGN
This project required seamlessly integrating all mediums, from digital platforms to print materials, to ensure comprehensive coverage. The unique character of the local townspeople shaped our communication strategy, making it authentic and relatable. By blending contemporary trends and rhythms with the slower-paced rural lifestyle, we crafted a dynamic and engaging story that resonated with a wide range of audiences.
From Local Roots to National Spotlight
The campaign reached national news channels organically through its powerful and relatable communication. Its authentic portrayal of local life resonated widely, capturing attention on Antena 3, La Sexta, and Canal Sur.
JARA / THE EXPERIENCE
The festival experience was exceptionally positive and memorable, becoming a true community success. No one wanted to leave the town, as strong connections were forged between locals and clubbers. The event’s unique blend of culture and camaraderie left a lasting impression.
collective experience →
We are proud of working with engaged leaders that share our passion for getting it right. Our collaboration with the NOON Team, Pablo Ruiz (Screenwriter & Director), the Hoolistic Team (Software development) & La Grafiteca (Art Direction), Picaro (Cameraman) & Cris Kortés (Photography) helped bring Jara to life.