Brand Strategy and project lead for the branding of the Low Emissions Zone in the city of Ciudad Real, Spain.
Objective: to communicate to citizens with credibility and clarity the need and benefits of the implementation of the Low Emission Zone in Ciudad Real.
Problematic: two main problems were found: 1. The generalized lack of knowledge of the citizenship in relation to the implications of the LEZ. The reluctance to change certain ingrained habits of the population involving the use of the car in certain areas of the city.
Streets full of life"