Standout Features:
- Vibrant monochrome green backgrounds
- Modular typographic system
- Clever iconography with environmental visual inserts
The Missió Climàtica València 2030 initiative promotes Valencia's ambitious goal of becoming a climate-neutral city by 2030. For the designers at Agencia Sensei, this was more than just another campaign; as they noted, “Working on a city project with such an important objective for citizens and society in general is very motivating.”
This motivation is evident in the resulting print campaign, which uses bold visuals and urban messaging displayed publicly to inform citizens and encourage participation in the city’s environmental transformation.
The campaign’s posters all feature a saturated, flat green background, a deliberate choice that signals environmental content. This monochrome green enhances recognition across the city and builds a strong association with ecological progress. It creates an inclusive visual system, making each poster a clear beacon for the mission.
The campaign's typographic layout is consistently modular. You’ll find large, attention-grabbing sans-serif phrases, each beginning with "Per..." in Catalan/Valencian, that state a clear benefit. This linguistic repetition creates a memorable cadence, making the core messages feel like familiar and motivating civic mantras.
This approach was a conscious effort to move away from sterile, institutional messaging. The design team's goal was to "break the barrier of institutional communication typical in this category to seek a language much more relatable to the people, using a unique graphic universe created with the user in mind."
A standout feature is the use of clever icons, where each poster has a main symbol like a recycling sign or leaves. These icons are cut into the posters so you can see through to textures from real life — cityscapes and rural landscapes, for example. This grounds the symbolic imagery in physical reality, adding layers to the storytelling.
The creative success of this element was bolstered by a key collaboration. According to the agency, “We were lucky to work with Miguel Maestro, one of the most interesting art directors of our time, who allowed us to take creativity to another level, finding a balance between user sensitivity and the need to institutionally communicate the Valencia 2030 Climate Mission.”
Ultimately, by turning complex environmental missions into visually engaging and easily digestible messages — a core principle for effective public communication highlighted by expert bodies like the National Academies of Sciences — cities can more effectively rally citizens and create a shared vision, as Valencia has achieved here.
-preview.jpg)
