Last October 3rd of 2019, one of the city’s most recognized design festivals was held in Barcelona: the Blanc Festival. For its eleventh edition, and in the form of a local festivity, the festival brought together 900 professionals from the world of design and creativity in a unique enclave, the Museu del Disseny de Barcelona.

With the opening of a new venue, attendees were able to enjoy masterclasses, workshops and conferences given by more than 30 speakers, including emerging talents and national and international references, such as Oscar Mariné, Malika Favre, or Nelville Brody, among others.

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As part of the line-up, the festival had a very special guest. Our general director in Spain, Sandra Garcia, shared her vision about branding in one of the program’s masterclasses. In it she spoke of the five key elements that, in her opinion, every branding exercise should integrate: curiosity, simplicity, iconicity, consistency and, above all, emotion.

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Sandra highlighted the idea that design is a fundamental communication tool that allows us to turn the intangible into tangible in order to connect brands with people. Of the power they have to create something meaningful, to think differently, and to generate an emotional relationship with people. And this, both in life and in branding, is the only thing that matters.