Event design
Visual identity for the ’15K Valencia Abierta al Mar’ race
In 2022, I carried out a rebranding of the event and since then I have been responsible for the entire visual identity, communication and digital experience strategy.
This includes the website containing all race information, event graphics (digital and print advertising, race numbers, T-shirts, trophies, diplomas, wristbands and bags), route signage (kilometre markers, finish line, refreshment stations), large-format items (photocalls, billboards, route maps, podiums and pennant signs), and registration incentives such as email campaigns, stories, Reels, posts and videos.
Print advertisements for a nine-month campaign announcing the date and featuring sponsor logos
15K Valencia Abierta al Mar 2026 PRINT CAMPAIGN
Advertising with a modern and energetic design featuring vibrant colours and black-and-white photographs that convey dynamism and authenticity
Client
Valencian newspaper Las Provincias
Date
2022 – 2026
My Role
Creative and graphic designer, content copywriter, WordPress designer, event designer
Las Provincias is a Spanish newspaper published in Valencia and founded in 1866. It is currently the second largest daily newspaper in the province of Valencia in terms of circulation and readership, according to the OJD and the Estudio General de Medios (EGM). Las Provincias has been part of the Vocento publishing group since 2000
Creative development
The creative concept is based on the idea of ‘running towards the Mediterranean’, combining a sporting spirit with Valencia’s coastal identity. The sea is the physical destination of the race and also represents openness, freedom and vitality.
Visually, this concept is expressed through a combination of black-and-white photographs of real runners and vibrant colours that evoke the sea, light and Mediterranean vitality. Dynamic shapes, birds and ocean waves reinforce the sense of movement and fluidity, guiding the viewer’s gaze along the route to the coast.
Bold, modular typography transforms the words themselves (‘VALENCIA’, ’15K-7.5K’, ‘CORRE’) into visual elements that frame the message and symbolise the milestones of the urban route. Thus, the campaign coherently communicates the idea of an open, optimistic, participatory event where the focus is not only on the competition but also on the experience of running in a city that opens up to the sea.
15k – 7,5K website
To inform, inspire and encourage people to register for the race. It presents the race as a sporting and Mediterranean experience and provides all the practical information, such as distances, dates, the route, the rules and the prices. It also facilitates online registration for runners and volunteers
The nine-month campaign included print, digital and social media, as well as several articles in the Las Provincias newspaper, with the aim of registering runners
This explains the variety of pieces and their ability to adapt to news events throughout the year. Indeed, in 2025, the number of participants had reached 10,500 across the two distances.
Motivational messages give the race a personality and feature in its various communications, such as the website, emails and kilometre markers. Ultimately, they convey the race’s personality: an event that connects landscape, wellbeing and healthy urban living, and promotes personal improvement over competition: ‘in this race, you always win’
The email and social media campaigns
were designed to support runners throughout their journey, from registration to after the finish line, providing a blend of practical information and Mediterranean enthusiasm.
They are structured into phases: anticipation, registration, preparation, the race itself, and the post-event period. Visual, relatable, and motivational messages are used throughout.
The tone is optimistic and community-minded, with a sporty vibe that reinforces the connection with the sea and the idea of a fun sporting event
Official T-shirts for the 2024–25 ’15K Valencia Abierta al Mar’ race
2024 t-shirt
2025 t-shirt
I was also responsible for designing the official T-shirts inspired by the natural and urban elements that define the city. The 2024 edition features a sea motif to symbolise openness and energy, incorporating a sea-green gradient to celebrate Valencia’s status as the European Green Capital in 2024, along with a dynamic wave design. The 2025 edition features the palm tree, a Mediterranean icon, with a graphic and typographic design in warm and fresh tones. Both designs reflect Valencia’s active and sustainable spirit, combining sport, nature, and contemporary design.
The race is already one of the main sporting events in Valencia.
It attracted 10,500 runners in 2025
