Poster system for a merchants' association: Vilafranca Activa

Vilafranca Activa brings together the shopkeepers and professionals of Vilafranca del Penedès, a town in Catalonia’s wine country, and runs campaigns and events all year round. This is a poster system for a merchants’ association: how we gave a common thread to very different campaigns without any of them losing its own face.

The challenge

A merchants’ association does not run a single campaign, it runs many: prize draws, street days, clearance sales, weeks of activities. Each action came with its own communication, but with no common thread tying it to the others. Local shops compete for the attention of people walking down the street and for the attention they give their phones, and a scattered image dilutes the effort of every campaign.

The challenge was twofold. Everything the association publishes had to be recognized as its own, and each event needed enough personality for people to tell it apart from the others. On top of that, the team needed to produce new pieces quickly, without starting from scratch every time.

The process

The studio provides ongoing communication support for the association. We tidied up its image with a system of posters and social media templates: a recognizable base (the brand, the institutional endorsements and the hierarchy always in the same place) within which each event has its own graphic solution.

That means what repeats and what changes are decided in advance. The brand, the logos of the institutions backing the campaign and the order of the information do not move. The illustration, the colors and the tone of each proposal do. You can see it in the pieces we have made so far: a 1,000 euro travel prize draw, in green and white; Botiga al Carrer (shop in the street), with a line illustration of a street; Fora Estocs (out with the stock), with product icons on a green background; FM Endesa, with the slogan “Comprar té premi” (shopping gets rewarded); and La Comerciada, running October 5 to 12, 2026.

To show how they work on the street, we presented them in mockups: a poster hung on a wooden wall, another in a street display stand, another at a bus shelter and another on an A-frame outside a shop.

The result

The result is a system that lets the team make new pieces fast without losing coherence. Anyone who sees a Vilafranca Activa poster knows it is one because the brand and the endorsements always sit in the same place, and at the same time each campaign has its own graphic identity.

For the studio, this is the kind of project we like: not a single poster, but a set of rules that holds while the association keeps energizing the town’s shops. If you run an organization or a collective that carries out many actions and you want to bring order to its image, we would be glad to talk.