From the outset, we envisioned pushing for an identity that would be experiential and strongly driven by movement.
The real challenge wasn’t just adding dimension, but creating a sense that you could actually enter and move through the content.
Given its unique quality and use of immersive technologies, people have been very positive to get to learn a bit more on how we came up with this.
With its rounded serifs, this typeface has soft and gentle shapes that give a warm tone to Tropic Gallery.
This font balances the communications with a rigorous look.
We simulated a kid’s computer drawing style (made in programmes such as Paint) to connect directly with the target audience.
To bring a fresh and unexpected turn to the visual language, we included a fluorescent lime in the colour palette.
It allowed us to think of the identity in a very digital manner, allowing the use of gradients and the motion implied in the very nature of the kid’s construction games.
To maintain the changing nature of the festival, the identity had to be solid yet flexible enough to retain a certain uniqueness in each edition.
The combination of the festivity that characterises this festival, with the rigorous knowledge you can acquire there, is the answer to the visual identity.
SMLXL and motion designer Gerard Mallandrich collaborated on the identity for Spatial Festival 2025, an immersive sound event at Berlin’s Funkhaus. The project integrates motion and spatial depth as core design principles, resulting in a kinetic, three-dimensional brand system. Using 3D scans, cinematic techniques, and a clean typographic approach, the identity reflects the festival’s experimental and interactive nature.
Pràctica created a refreshed identity for Barcelona-based Tropic Gallery, an eco-conscious family-oriented concept store. The design combines playful, childlike illustrations with organic tones and a custom typographic system using HB Hue and Neue Haas Grotesk. The result balances warmth and sincerity with a lively, approachable aesthetic.
Pràctica created a vibrant, modular digital identity for the 2020 edition of Barcelona’s Blanc! design festival, inspired by children’s construction games. The system uses geometric shapes, gradients, and motion to reflect the festival’s playful yet educational spirit, evolving from their 2019 identity work. Collaborators included GIMMEWINGS for motion and Iago Barreiro for web development.
Barcelona and New York-based studio Pràctica developed a bold typographic identity for Basque electronic music project ZETAK, centered around a custom typeface called Arbizu inspired by ancient Basque letterforms. The identity juxtaposes Arbizu with Helvetica to balance tradition and modernism, extending across posters, apparel, and a limited-edition printed specimen. The project celebrates Basque culture through design research and expressive typography.
The Brand Identity interviews Paul Blackburn, founder of Studio Blackburn, about the studio’s evolution, design philosophy, and notable branding projects including Trainline, Positive News, and UCL School of Management. Blackburn discusses the studio’s modernist approach, collaborative processes, and influences from designers like Wim Crouwel, Otl Aicher, and Kenya Hara. The conversation highlights Studio Blackburn’s focus on clarity, typographic precision, and meaningful simplicity in branding.