There were two requirements in the brief that provided the starting point for the design: using warmer colours and "bring in Spanish architecture to the design". I found the warmer colours in our secondary colour palette but still needed an extra colour to give this report its own look and feel that would set it slightly apart from rest of our collateral. I wanted it to be based to a traditional local reference and I found it in the glazed tiles found across Spain, which are famous for their deep cobalt blue.
For the second requirement, I looked into the different architectural styles found across the country, identifying the elements that recur most consistently. Two kept coming up: the red clay roof tiles and the arched corridors found in everything from historic palaces to everyday buildings. Those became the visual inspiration for the graphic elements used throughout the report, a deliberate choice rooted in research rather than aesthetic instinct alone.
Another local reference that was used as inspiration for visual elements, was shapes that can be seen in places like building facades, castles and flags. I combined those with other playful patterns to create a set of tiles/assets that would be used to add a touch of colour on the pages and carry the branding across the report.
Finally, I prepared a few layout options so I could show the stakeholders how all the elements and assets I had introduced up to this point could be used next to the copy and the content of the report (call outs, stats, pull quotes, etc.), and also examine if the colour palette was conveying that 'Spanish/Med' look and feel they had asked for.
