El Raval: Ravalejar
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.