Over the past year, I developed the brand strategy and digital creative direction for Jamboree Club, the iconic nightclub in Barcelona’s Gothic Quarter and a long-standing reference for Hip Hop, R&B and Dancehall culture in the city.

Starting from a social media positioning analysis, I created the concept “We Are The Flow”, a creative platform rooted in the DNA of urban culture that positions Jamboree as more than a club: a cultural and emotional meeting point for artists, DJs and the community. The idea brings together everyone who shapes the club — artists, DJs and audience — under a single narrative: we are all the flow that defines Jamboree.

From this conceptual base, I designed a bold, youthful and consistent art direction applied across social media content and promotional materials. To keep the visual identity dynamic throughout the season, I developed a range of graphic resources: typographic posts with relatable phrases aimed at connecting with the audience’s lifestyle, using raw textures such as crumpled paper and plastic; custom illustrations symbolizing the blend between Jamboree’s musical legacy (jazz and funk) and contemporary sounds (hip hop, dancehall and R&B); and special event creatives, where typography, animation, stickers and color create a more expressive visual language.

The result was a versatile visual system, designed to generate content consistently over an entire year while maintaining a strong, recognizable identity aligned with the spirit of Jamboree.