Visual Design & UX/UI

Visual identity and UX for the Madrid Fusión 2022 edition

I created a comprehensive design for the visual identity, digital and print media for the 2022 edition of the Madrid Fusión international gastronomy conference, whose slogan was ‘Beyond the ingredients’. The creative concept celebrated the craft of cooking and featured basic kitchen utensils with distorted colour channels to graphically express the chef’s creative process. This was a particularly significant edition as the congress was celebrating its 20th anniversary.

My work ranged from the website’s visual design and UX/UI to the art direction of posters, signage and stages measuring over 10 metres, as well as creating graphic and digital campaigns. The result was a coherent, dynamic identity that could be easily adapted to multiple physical and online formats.

MadridFusion_LogoProyecto_Pindiage_GemaPinar

Home versions for the three phases of the event

A home that evolved with the event

The homepage had to be updated in line with the event, covering registration, streaming and thank you phases

Client

Madrid Fusión

Date

2022

My Role

UX/UI Design · Visual Design · User Flow · Wireframing · Responsive Web · Large Format Design · Event Design · Campaign Design

Madrid Fusión is a world-leading event in the gastronomy sector. It combines lectures, experiences and culinary exhibitions, focusing on innovation, sustainability and global food trends. It is part of the Vocento publishing group

Creative development

The visual solution is based on the edition’s slogan, ‘Beyond the Ingredients’, to create an identity that celebrates a return to the essence of culinary craftsmanship: the chef’s creative process. The proposal portrays the chef as a creator engaged in experimentation and translates that energy into a vibrant visual universe where chromatic and formal distortion symbolise the creative catharsis that occurs in the kitchen.

My main responsibilities

Art direction and visual identity for an international event (branding, conceptual design, graphic development)
UX/UI design and web architecture, including the registration and purchase processes.
Graphic and digital design, including campaigns, banners, motion graphics and advertising materials.
Large-format and signage design, including stages over 10 m, posters and displays.
Project management and coordination with technical and marketing teams.

Website flow

The flow consists of six main stages:

Landing page:
Introduces the attendance options (in-person and online), pricing, and event benefits, while integrating the “Beyond the Ingredients” campaign’s creative concept and visual identity.
Personal information: The registration form is optimised to minimise errors and facilitate user progress, bearing in mind that registration is likely to be both corporate and personal.
Wine tasting registration:
A dedicated section for The Wine Edition sessions, allowing users to register for additional experiences within the same purchase flow, optimised for clarity and speed.
Order summary:
Displays a detailed breakdown of the selected options, enabling users to review and edit their choices before payment.
Payment:
Provides a secure and intuitive gateway for both card and bank transfer payments, optimised for user confidence and conversion.
Confirmation and email:
An automated confirmation screen and email summarise the registration, including invoice and accreditation downloads.

The design balances usability and brand storytelling, maintaining coherence with the “Beyond the Ingredients” identity. Clear calls to action, structured visual hierarchy, and accessible design patterns were implemented to enhance the overall user experience and boost conversion rates, with ticket prices reaching up to €400.

The Madrid Fusión 2022 homepage has a detailed content structure that combines the programme, speakers, news, themed areas and commercial spaces to create a visually unified digital experience:

GO TO LIVE SITE

Visual and Conceptual Creativity

Everyday utensils — pots, knives, whisks or measuring spoons — are transformed into symbols of a creative explosion, blending art, technique and emotion.

This aesthetic was applied comprehensively across all event media, including the graphic identity, website, digital materials, signage, set design and advertising campaigns. The result is a coherent, powerful and contemporary visual experience.

UX/UI design and web architecture

There are subpages for the programme, speakers, streaming and special content, including the special event with Robert De Niro.

De Niro Campaign Page: Visual storytelling for a promotional campaign featuring Robert De Niro, integrating multimedia content (video, photography, and narrative copy) to enhance engagement and brand awareness.
Live Streaming Page: UX design for live and on-demand content, enabling users to follow sessions from multiple stages with filtering by thematic areas and date. Optimized for high traffic and real-time interaction.
Speakers Page: Modular grid layout for dynamic profiles, with categorization by country and specialty. Prioritized visual hierarchy and responsive behavior to enhance discoverability.
Programme Page: Interactive schedule allowing users to filter sessions by day, topic, or venue. Focused on information architecture and smooth navigation for large volumes of content.

The creative work included accreditations, large-format pieces, signage and chef’s jackets for the speakers.

Large-format signage for Madrid Fusión 2022

The graphic design for Madrid Fusión 2022, involved creating all the large-format pieces for the event. These were designed for high-traffic areas and huge stages.

This included the signage for the pavilion, which covered pillars and transit areas with a clear, modular visual system to facilitate visitor orientation. Additionally, I developed the visual identity for the Pastry Stage, including its logo, ensuring formal and conceptual consistency with the Madrid Fusión parent brand.

Social Media Campaign

Social media is one of the main channels used to promote the conference, including the theme of the year, competitions, speakers and registration opening