Art Direction & Visual
Identity for Barça The
Exhibition

Role: Art Director
Scope: Art Direction · Visual Identity · Style Guide · Web Design · Exhibition Graphics · Motion Graphics

Barça The Exhibition was an immersive exhibition celebrating FC Barcelona. I developed its visual identity and style guide, extending the visual language across promotional campaigns, the website, exhibition spaces, and audiovisual content.

02/The challenge

Blue-lit Barça The Exhibition lobby with club imagery and signage

A distinct identity within an iconic brand

The exhibition needed a visual identity that felt unmistakably connected to FC Barcelona while giving the travelling exhibition its own presence.

The challenge was to create a consistent visual language that could work across advertising, digital experiences, and physical spaces, while respecting the club’s established brand guidelines.

03/The visual identity

Building a visual language for the exhibition

I developed the exhibition’s visual direction around the club’s established identity, using its typography, colors, imagery, and graphic resources to create a distinctive visual language.

I also developed a dedicated style guide defining logo variations, composition rules, color and typography usage, textures, and image treatments. The guide established clear principles for adapting the identity across formats while maintaining visual consistency.

04/Campaign & digital experience

One identity, across every touchpoint

The visual identity extended to promotional artwork and the exhibition website, adapting to different formats while maintaining a recognizable look and feel.

I designed the campaign key visuals and their variations for different advertising needs, working within the club’s brand guidelines.

I also designed the desktop and mobile website as a flexible template for different markets, translating the visual identity into a digital experience that could be adapted with local exhibition details, content and booking information.

Campaign artwork at the exhibition entrance

FC Barcelona player campaign on social media

The Official Experience campaign artwork

Barça exhibition graphics across an immersive room

Loading desktop prototype…

This prototype shows the adaptable website template. Placeholder text and imagery indicate content intended to be replaced for each local market.

05/Designing the exhibition spaces

Bringing the exhibition to life

Working alongside the exhibition architect and content team, I developed visual concepts and graphic applications for the exhibition spaces, adapting the visual language to the content and character of each room.

The Future is Barça wall typography and graphics

Exhibition room with a projected world map and a football player on an angled wall

Visitors interacting with the Become a Pro installation

I also created motion graphics for the exhibition and its promotional campaigns, extending the visual experience beyond static graphics and into moving imagery.