San Fermín is an historical festivity that takes place yearly in Navarra, Spain. Throughout the years, the event that appeared more visibly to international people and even national was the bull activities. National Spanish Television (RTVE) contacted U-tad university to solve their need of rebranding the reputation of Sanfermines in their channel through their broadcasting, to increase their engagement as previous years.
The graphic line should be homogenous, professional but with focus to young generations. As TV content, assets needed to be easy to adapt, variable and the animations shouldn't be long. Regarding to the theme, they expressed the need to get away from bull related illustrations.
After creating the main figure from where all other graphisms would start, the role was to lead the teams' designs and keep all creations cohesive, while still designing all sort of assets: full pages, tickers, bugs, slabs, and many others.
The team consisted of seventeen people, divided by four groups with a leader each.
The graphic line designed was broadcasted live on the main Spanish TV channel from July 6th to 14th 2022. There was an audience of 1,4 million people and 66,9% of screen share, the highest one in RTVE since 2014.
There was a total of 3.910.000 viewers that saw eventually the transmission during this Sanfermines.
