Delft, The Netherlands
Málaga, Spain

The Local Community

Local required a visual identity that captured the essence of working-class neighborhoods and the spaces that bring communities together. 

The goal was to translate that sense of belonging into a bold yet approachable system that feels authentic, culturally rooted, and built around shared everyday experiences.

Services

Art Direction
Branding
Merchandising

Year

2022

Industry

Retail

 

Concept & Identity
The concept stems from the idea of Local Places, small businesses and social hubs where neighborhood life unfolds. The logo draws inspiration from fruit stickers, simplifying the brand into an oval composition that frames the naming and creates subtle depth.

The color system combines yellow, symbolizing vitality and social energy; with blue, representing trust and a sense of home, reflecting the Mediterranean roots of the project. The Kelsi typeface, inspired by urban graffiti lettering, acts as a bold visual signature, while Blatant provides balance and clarity across supporting communications.

 

Execution & Applications
The visual system was applied across packaging, social media, apparel, labels, and signage, ensuring consistency across all touchpoints. The identity was designed to function seamlessly in both physical and digital environments while maintaining its strong community-driven character.

Hi I’m Marina

My background is rooted in visual communication. I studied Graphic Design in Málaga and later completed a Master’s in Editorial Design in Valencia, where I developed a strong eye for typography, layout systems and visual storytelling. That foundation shaped the way I think about design today: structured, intentional and built to last.

I started my career in local creative agencies designing websites and supporting branding projects, learning how to turn ideas into clear and functional communication. More recently, I worked as a Creative Designer at The Music Republic, creating visual identities and campaign materials for large-scale music festivals, including Arenal Sound (largest festival in Spain), Interestelar Sevilla and Granada Sound. I developed visual work connected to artists such as Jhayco, Anuel AA and Myke Towers. Working in that environment taught me how to think conceptually, move fast and maintain consistency across complex visual systems.

I’m especially drawn to branding, editorial thinking and digital experiences where clarity and personality coexist.

For me, design is not just about making things look good. It’s about building recognition, coherence and meaning over time.

Contact me

Got a project, an idea, or just want to say hi? I’d love to hear from you.

 

Whether it’s branding, editorial, or something entirely out-of-the-box, let’s make it visual, bold, and memorable.