The visual identity of the project sought to represent and explain the mission behind the renovation and recycling of misused housing infrastructure in the country as a resource to activate the local economy; thus as a potential answer to the current housing problem in Spain. I chose to summarize this complex topic through a structure that transitioned from brown, dirty and deteriorating–to one which was clean, green and sustainable. The goal of the design was to summarize the transformation process within an easily interpreted symbol. The advantage of being able to rely on this symbol was that it consolidated a highly complex topic in a matter of seconds. This ability to synthesize the issue made it memorable and easy to describe in words–thus making the symbol fundamental to the presentation of the project at press conferences and during interviews.
