Barcelona Knits is the first festival specialized in wool in Barcelona, created by and for passionate lovers of knitting and crocheting. The idea behind Barcelona Knits originated in the minds of four young and creative Spanish women, who asked me to create a comprehensive graphic design of the festival, following long years of our cooperation in other projects.

I started my work adopting the UX approach, trying to become familiar with the needs and behaviors of the target audience. I prepared proto-personas, which I then used throughout the whole project. As it turned out, the product strategy had to be developed in two directions. First of all, the festival must be heavily promoted online, as a novel event on the map of Barcelona. It needs to unite the potential users (both the exhibitors and the visitors) in a professional and friendly manner before the festival even takes place. The consistent visual and verbal message should smoothly lead to the second stage, which is the festival as such: two days of fairs, workshops, meetings, and other accompanying events, all happening in an exciting atmosphere and comfortable conditions.

That is why I decided to support the most important data, activities, and messages with icons. I prepared a complete icon pack and designs of maps and brochures. I made sure the project was coherent at every stage, from the conception to the logo design, through patterns, schedule designs, and marketing materials. Eventually, we managed to respond to the users’ needs in a very satisfactory way: the festival gathered over three thousand participants from all over the world and was a huge success.