Promotional campaign of the tourism in the Comunitat Valenciana, Spain.
The advertising agency PUBLIPS asked me to work on the lettering for the logo "Vacacionismo" and different slogans or tag-lines.
The word Vacacionismo derivates from "vacacionista" that in Spanish means a person who travels for the enjoyment of holidays, that's a holiday-maker. So Vacacionismo could be translated as holiday-making. The letterings are meant to be used in all the pieces of the campaign, which tone is was funny, distended and daring. The agency considered that a calligraphic solution could work perfectly.
I tried different tools like brush pen and pencil, also mixing lowercase and uppercase, to make a difference between the logo and the slogans.
In a second phase, I also proposed to work in the other way around, the logo in uppercase and the slogans in lowecase, this proposal was finally approved.
Once the logotype was digitized, we tried different slogans. The first digitization of the logo was combined with a slogan in upper case. The final slogan was 'es Comunitat Valenciana" in lowercase, and in one line.