Brochures, Aula Madrid 2023
Promotional material designed for AULA Madrid, the International Student and Educational Opportunities Fair held annually at IFEMA. The project was developed for Acción Educativa Exterior (AEE), an initiative of the Spanish Ministry of Education and Vocational Training that promotes Spanish language and culture internationally, managing a network of educational centres and programmes reaching over two million people worldwide.
2023 marked the first time AEE had its own stand at the fair, with teachers as the primary target audience. Although AULA is mainly oriented toward students, the campaign successfully repositioned AEE’s presence within this context.
Role
Graphic Designer. Responsible for the design of folded and tri-fold brochures and a promotional poster for the AEE stand.
Main Challenge
Developing a coherent visual system capable of integrating multiple educational programmes under the same institutional identity. Each programme required a differentiated colour coding while maintaining overall consistency across all brochures. The system needed to ensure clarity, recognisability, and visual cohesion in a fast-paced fair environment.
Results
A cohesive set of printed materials, including brochures and a poster, that strengthened AEE’s presence at AULA Madrid. The communication strategy proved highly effective, achieving strong engagement at the stand and contributing to a 95% success rate in attracting teachers within a competitive exhibition setting.
Specifications
A series of 6 folded brochures and 2 tri-fold brochures, one bookmark, and a poster developed for print within the AULA Madrid stand. The materials were designed to maintain visual consistency with the 10th anniversary edition of El mundo estudia español, ensuring continuity across related publications. The project was executed in Canva, requiring the adaptation of editorial workflows while maintaining consistency and print-ready quality across all assets.
Titles are set in League Spartan to establish a clean, contemporary hierarchy, contrasted with DM Sans for body text to introduce a more modern and approachable tone, breaking away from traditional institutional typography. Yesteryear is used selectively for call-to-action elements, particularly around QR codes, adding an expressive and human touch to interaction points.
A color system was developed based on a dominant background tone for each programme, supported by a neutral base and a contrasting accent color used for hierarchy and key messaging.
