Usted. A better you.


What are you made of?


Make an impression on people who've seen it all before.

After nine years, the Blanc graphic design festival wanted to reinforce its positioning among a younger target by launching a parallel brand to reward emerging talent. First, the name. In design jargon, “Crema” (cream) means quality and excellence. And it’s also a colour in the chromatic range of white (blanc), a perfect link to the parent brand. 

Naming should never be just about giving something a name so we also used it to create a concept: “What are you made of?”. We needed brutal visual impact to reach a target whose work consists of consuming and creating images, so we looked for something truly amazing. 

Disruptive creativity must always start from a concept based on common sense.

We also created a trophy in line with the gala’s format: the award is decided live after the finalists compete by giving a 15-minute talk about their projects. The winner keeps the prize for one year then presents it, at the gala, to the winner of the following year’s event. Although some had a bit of trouble doing that 😉

Copyright © 2022
All rights reserved

+34 930 176 977

Usted Usted