Marta Moreno Pineda’s final degree project champions local commerce and neighborhood identity through editorial design.
The project “EULÀLIA. MANIFEST Nº1”, developed by ESDI alumna Marta Moreno Pineda as a final project for the Degree in Design, mention Graphic Design, has been selected in the Gaudeamus Projecta Awards, organised by the Col·legi Oficial de Disseny Gràfic de Catalunya.
The proposal originated as an editorial publication in the form of a manifesto that seeks to bring local commerce closer to the youth of Barcelona and reflect on the loss of identity of neighborhoods in the face of gentrification and the presence of large multinational chains.
Eulàlia is conceived as a biannual publication and an open community that gives voice to Barcelona’s neighborhoods through their residents, businesses, and shared memories. In this first issue, the project focuses on Sant Andreu del Palomar, a neighborhood that still retains a strong local identity and a village-like feel within the city.
Under the slogan “You’re still very much a part of the neighborhood if you feel very much like I’m here,” the manifesto constructs a collective narrative from real stories: Puig Butcher Shop, founded in 1957; Maria, a 92-year-old resident; Víctor, a newcomer to the neighborhood with a new business; and a couple committed to local commerce. Through these voices, the project celebrates collective memory, the relationship between generations, and the value of small businesses as community spaces.
Graphically, Eulàlia draws inspiration from traditional signs of old Barcelona shops, postal codes, district and neighborhood maps, and the imagery of the old Yellow Pages, whose yellow color inspires part of the project’s visual identity. The publication also incorporates a system of arrows that guides the reader and connects characters, places, and stories, visually reflecting the neighborhood’s dynamics.
The project also stands out for its social and sustainable commitment: it is committed to a leisurely pace, collaboration with local residents, businesses and printing companies, and an editorial production that celebrates the value of paper, memory and local work.
With this selection, ESDI reinforces the presence of its students in leading graphic design competitions and highlights projects that understand design as a critical, cultural and transformative tool.
Press play to watch the project video!