Client:
OXFAM
In collaboration with:
Place:
España
Year:
2025
Social Power is a four-year strategic initiative led by OXFAM, focused on strengthening organized civil society in Spain in defense of the human rights of historically marginalized groups: migrants, women, young people, LGTBIQ+ people, and more.
The brief was not just to create an identity, but to design a visual infrastructure that a multidisciplinary internal team —facilitation, communication, advocacy, territorial coordination— could operate autonomously through four years of continuous production. Design as a system, not as aesthetics.
Approach
The starting point was a brandbook that defines the identity as an experience coherent with the political vision of the project. From there, I developed a modular methodology that allows the team to produce consistent materials —communication, campaigns, workshops, reports— without depending on design expertise for every decision.
The system rests on three principles: narrative coherence, internal usability, and temporal scalability. Each piece is designed to work alone and as part of the whole, from a social media template to a 40-page advocacy report.
The structure follows an atomic logic: immovable base elements (color, typography, photography) that combine into reusable components and assemble into complete, ready-to-use pieces. This allows the team to produce quickly without losing political identity.
Atomic Methodology Applied to Social Power
Atoms
They are the project's visual DNA—the fundamental, indivisible rules (color, typography, photo presets) that guarantee the Art Direction is 100% consistent across all materials. They are the unalterable foundation upon which the entire system is built.
Colors
Typography
Paper's texture
Molecules
Molecules are the first functional unit of the system. The Logo is the best example of a Molecule: it is the combination of multiple Atoms (colors, typography) to acquire a specific identity. Iconography, buttons, and base images for collages are also classified as Molecules, as they combine basic rules to form recognizable, reusable elements.
Logotype
Iconography
Vector library
Library of processed photographs
Organisms
Organisms are the complex, reusable groups that form complete sections. These templates serve as the base Organism for communication. The ability to reuse these components guarantees brand coherence across all channels.
Social media templates
Presentation template
Report template
Video call background
Results
A visual system that frees the team from depending on design for every material, guarantees narrative coherence throughout the entire project, and supports four years of intense production without losing political clarity. This is how graphic design helps Social Power communicate with autonomy, speed, and consistency.
