Illustration created for the 2nd Professional Conference of the Armilla Trade Fair, one of the most important in Spain. With more than 40 years of history, around 35 annual events, and nearly 300,000 visitors each year, Fermasa was seeking a graphic identity that would globally represent its essence and trajectory. Dynamism, surprise, magic, and wonder are key to this space, where more than 3,000 companies of different industries take part each season.
We proposed the idea of presenting this trajectory as a space journey, where a character travels in their ship through different planets that symbolize some of Fermasa’s most iconic fairs and events. The spaceship itself incorporates the chimney of the old sugar factory that once occupied the fairground, and which remains its most emblematic symbol. Gastronomy, music, crafts, fashion… This illustration encapsulates the nature of Fermasa and its forward-looking spirit without losing sight of its roots.
