In 2008, the Spanish Association of Diplomats was embarked on an ambitious project with the intention to relaunch its corporate strategy. Their aim was to be first point of contact, be accessible and provide advice to all and every member of the association. With that in mind, they required a new identity and mandated us to create and develop this new corporate image fully aligned with their new targets.
The brand is based on the concepts inherent to a professional association which claims diplomacy and Spanish character. An active, professional and dynamic partnership. The design is intended to reflect the concept of Spaniard as an easily recognizable image while highlighting the fundamental essence of diplomacy: represent, inform and negotiate - where the communication results the key element.