The once infamous El Raval district of Barcelona still conveys,
for most people, an insecure image. The City Council commissioned a logo and a
campaign to improve the perception of the neighbourhood. The campaign included
the addition of a new verb to the Spanish language to highlight changes in the
character of the area. The aim is to attract new visitors to the Raval, create
pride of belonging amongst its residents and help develop a new brand image for
the district.
Rebranding: simply add a new verb to
the language
The Barcelona City Council wants to improve the perception of
one of its most marginal and insecure inner city districts: the Raval. The
campaign seeks to project a more cohesive image of the neighbourhood but without
losing its characteristic identity and personality.
El Raval: Ravalejar
The aim is to attract new visitors to the district and create a pride of
belonging amongst its residents. The proposal to introduce a new verb, Ravalear
(Ravalejar in Catalan), is meant to create a brand personality for
the neighbourhood: a way of life, of feeling, of doing things. The verb
represents the edgy attitude and nervous energy of the Raval, is deliberately
ill-defined and meant to be interpreted in an individual way. To Ravalejar,
simply visit and take in the atmosphere of the Raval and have fun in the wide
range of bars and clubs.
