Centro Cultural Recoleta, one of the most influential cultural centres in Latin America, set a new objective: attract a younger and more diverse audience. Refocusing its content on relevant topics for them: globalization, relationships, feminisms, identity, diversity, emotions, creativity, and more. And to communicate it, developed an ongoing poster series in collaboration with some of the most talented iberoamerican artists. The collab stretched beyond the posters’ initial approach, even taking over the building’s facade and interior walls, and turning its promotional materials into collectible items.

The idea was to give a distinctive tone and visual approach to all the Centro Cultural Recoleta’s initiatives. Making the proposal more interesting to the younger audience it wanted to target: mostly urban who might find Cultural Centres “boring”. And it was shaped into posters, billboards, murals, merch, and more.

The design process was based on collaborating with different Iberoamerican artists who shared their vision about the topics to be addressed in each campaign.

The scope of work stretched into posters, billboards, murals, merch, social media assets, flyers, stickers and apparel.

+35% in overall visits to the Centro Cultural Recoleta

+90% positive sentiment on social media

The initial poster campaign stretched far beyond the format