Designing for designers

A brand that meets the standards of a discriminating audience






Domestika hosts MAD, the most important design and creativity event in Spain. Born in 2003, MAD annually invites the best national and international speakers to this formative and informative environment.

Designing the identity for this internationally renowned event in the fields of creativity and design was, without a doubt, a stimulating challenge for Interbrand. MAD sought more than an exercise in bright design: they asked for an identity that would uniquely capture their creative, innovative spirit, be contemporary yet perdurable, and would allow the content of the event to be the real protagonist.

Our proposal was based on a strong, easily recognizable visual personality, which evoked the initial “M” and transformed it into a symbol of its own. Moving away from the elitist visual codes that typically define prestigious events, the “ticket” suggests an accessible, mass event rather than an exclusive conference.

For our design, we selected readable, contemporary typography and a chromatic range that emphasized the color red. Reminiscent of creativity, energy and spark, red is emblematic of Spanish culture and universally represents strength and character.

Finally, different applications of the brand were developed including newsletters, website, exterior advertising, shirts, and leaflets. Unified and visually powerful, our design work met the rigorous standards of a highly creative, design-savvy audience.