ICADE DREAMING NEW HORIZONS | Graphic Design

ICADE Street Art Project Dreaming New Horizons

I had the pleasure of creating the graphic design for ICADE’s street art event, “Dreaming of New Horizons.” The centerpiece of my design is a spray cap, symbolizing the essential tool that street artists used throughout the event. The image captures the essence of street art and its connection to creativity and urban culture.

For this project, I was responsible for both the print and web communication, ensuring the event’s visual identity was cohesive and impactful. In addition, I designed a 32-page retrospective book, documenting the event and highlighting the amazing work done by the participating artists. This collaboration with ICADE was an incredible opportunity to blend design, street art, and urban culture, and I’m proud to have been part of it.

This project was developed as part of a street art initiative that brought together artists, urban culture and public engagement. The challenge was to create a visual identity capable of communicating the spirit of the event while remaining adaptable across multiple communication formats.

The central visual element of the project is the spray cap. More than a simple technical object, the spray cap has become an iconic symbol within graffiti and street art culture. It represents creation, experimentation and the direct relationship between artists and public space. By placing it at the center of the visual identity, the design immediately establishes a connection with the event’s artistic foundations.

A successful event identity must function consistently across different media. For Dreaming New Horizons, the graphic system was designed to work both in print and digital communication. Posters, promotional materials, online visuals and editorial documents all shared the same visual language, ensuring strong recognition throughout the event.

The project extended beyond event promotion. One of the key aspects of the collaboration was the creation of a 32-page retrospective publication documenting the event and the participating artists. This editorial work transformed a temporary cultural event into a lasting visual archive.

Designing a retrospective book requires a different approach from creating promotional materials. The objective is not only to attract attention but also to organize information, present artworks clearly and create a coherent narrative throughout the publication. Layout, typography, image hierarchy and pacing all play a crucial role in the reading experience.

Street art events often exist at the intersection of multiple disciplines. They involve artists, organizers, local communities, sponsors and cultural institutions. The visual identity therefore serves as a bridge between these different audiences, helping communicate a unified message while respecting the diversity of participants.

The collaboration with Icade and Osaro Agency provided an opportunity to explore how graphic design can support urban cultural initiatives. In this context, design becomes more than communication. It contributes to the visibility of artists, strengthens audience engagement and helps define the overall perception of the event.

The visual language developed for the project draws inspiration from street art culture while maintaining a professional and contemporary aesthetic. This balance allows the identity to remain connected to the artistic community while meeting the communication standards required for large-scale public events.

Projects such as Dreaming New Horizons demonstrate the importance of graphic design within cultural production. While murals and installations often receive the most public attention, visual communication plays an essential role in building awareness, attracting audiences and preserving the memory of the event.

Ultimately, this project reflects the intersection of graphic design, urban culture and editorial creation. From promotional materials to digital communication and publication design, every element contributed to creating a coherent visual experience that extended beyond the event itself and documented its impact over time.

.