{"id":16984,"date":"2025-12-10T06:56:11","date_gmt":"2025-12-10T06:56:11","guid":{"rendered":"https:\/\/codewebbarcelona.com\/campana-comunicacion-la-semana-in-search-of-lost-time-by-factory\/"},"modified":"2026-04-20T17:48:46","modified_gmt":"2026-04-20T17:48:46","slug":"campanya-comunicacio-setmana-in-search-of-lost-time-factory","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-in-search-of-lost-time-factory\/","title":{"rendered":"Campanya de comunicaci\u00f3 de la setmana: In Search of Lost Time by Factory"},"content":{"rendered":"<h3>Una identitat que respira mem\u00f2ria: com FACTORY va transformar el SIPF 2024 en una experi\u00e8ncia sensorial digital i f\u00edsica<\/h3>\n<p>El disseny de comunicaci\u00f3 t\u00e9 la capacitat d\u2019expressar all\u00f2 que les paraules no poden abastar: emocions, records, fragments de temps. El projecte <em>In Search of Lost Time<\/em>, creat per l\u2019estudi <strong>FACTORY<\/strong> per al <strong>9th Singapore International Photography Festival (SIPF)<\/strong>, \u00e9s un exemple excepcional de com una identitat visual pot esdevenir una experi\u00e8ncia immersiva, multisensorial i profundament narrativa.<\/p>\n<p>Guardonat amb el <strong>DNA Paris Design Award 2025<\/strong> en la categoria <strong>Graphic Design \/ Communication Design<\/strong>, aquest sistema de branding demostra l\u2019excel\u00b7l\u00e8ncia del disseny gr\u00e0fic contemporani aplicat a la comunicaci\u00f3 cultural, integrant motion graphics, disseny digital, senyalitzaci\u00f3, identitat impresa i experi\u00e8ncia d\u2019usuari en un sol llenguatge cohesionat.<\/p>\n<p>Per a qui treballem en <strong>branding, disseny gr\u00e0fic, disseny web, comunicaci\u00f3 digital i campanyes creatives des de Barcelona<\/strong>, aquesta proposta \u00e9s un referent magistral de com una campanya visual pot fusionar concepte, emoci\u00f3 i tecnologia per construir un univers propi.<\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"9th Singapore International Photography Festival\" src=\"https:\/\/player.vimeo.com\/video\/1040409159?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><\/iframe><\/div>\n<h3>Context: un festival que converteix la fotografia en mem\u00f2ria viva<\/h3>\n<p>El <strong>Singapore International Photography Festival<\/strong> \u00e9s una de les cites visuals m\u00e9s rellevants d\u2019\u00c0sia, amb una programaci\u00f3 que inclou exposicions, xerrades, publicacions, programes educatius i espais experimentals. Cada edici\u00f3 gira al voltant d\u2019un concepte que actua com a fil conductor curatorial i comunicatiu. El 2024, el tema escollit va ser <em>In Search of Lost Time<\/em>, un t\u00edtol que convida a explorar el temps, la mem\u00f2ria i la fugacitat de les experi\u00e8ncies humanes.<\/p>\n<p>El repte per a <strong>FACTORY<\/strong> era maj\u00fascul: com traslladar la mem\u00f2ria \u2014un concepte abstracte, emocional i canviant\u2014 a una identitat visual funcional i adaptable? Com aconseguir que la comunicaci\u00f3 del festival gui\u00e9s el p\u00fablic a trav\u00e9s d\u2019un viatge sensorial per records, emocions i percepcions difuses?<\/p>\n<p>Aquest desafiament es veia accentuat per la naturalesa poli\u00e8drica de l\u2019esdeveniment. La identitat havia de funcionar simult\u00e0niament en suports tan diversos com:<\/p>\n<ul>\n<li><strong>web i plataformes digitals<\/strong>;<\/li>\n<li><strong>motion graphics<\/strong> i banners animats;<\/li>\n<li><strong>print<\/strong>: cartells, programes, fullets i cat\u00e0legs;<\/li>\n<li><strong>senyalitzaci\u00f3 i wayfinding<\/strong> a m\u00faltiples seus;<\/li>\n<li><strong>espais expositius<\/strong>;<\/li>\n<li><strong>campanyes a xarxes socials<\/strong>.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Per a una ag\u00e8ncia de disseny a Barcelona, aquest tipus de projectes representa l\u2019ideal: un sistema global on la identitat visual, el disseny web, la comunicaci\u00f3 digital i la narrativa conceptual convergeixen en una sola experi\u00e8ncia.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14004\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-4.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14005\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-6.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>El concepte: portals en moviment com a met\u00e0fora del temps<\/h3>\n<p>L\u2019equip de FACTORY \u2014liderat per <strong>Roy Wang<\/strong> juntament amb <strong>Sandra Lau, Tamelia Lim, Lin Chi Chen, Joelle Puah i Chrystal Lim<\/strong>\u2014 va construir la identitat al voltant d\u2019una met\u00e0fora potent: el <strong>portal<\/strong>. Aquest element simbolitza el viatge entre passat i present, entre records fragmentats i percepcions que emergeixen fuga\u00e7ment abans de desapar\u00e8ixer.<\/p>\n<p>Els portals esdevenen l\u2019eix central del llenguatge visual del festival. No s\u00f3n est\u00e0tics: s\u2019expandeixen, es contrauen, s\u2019estiren o es difuminen. Cada moviment remet a la naturalesa l\u00edquida de la mem\u00f2ria. Aquesta tria conceptual permet representar visualment com els records apareixen, s\u2019esvaeixen i tornen amb noves lectures.<\/p>\n<p>En una campanya de comunicaci\u00f3 digital, on el moviment \u00e9s clau per captar l\u2019atenci\u00f3, aquests portals funcionen com a actius din\u00e0mics que s\u2019adapten a:<\/p>\n<ul>\n<li>v\u00eddeos promocionals,<\/li>\n<li>interaccions web,<\/li>\n<li>banners animats,<\/li>\n<li>reels i stories,<\/li>\n<li>experi\u00e8ncies immersives en pantalla.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>La identitat, doncs, no es limita a \u201cmostrar\u201d el tema del festival: l\u2019encarna. \u00c9s moviment, \u00e9s transici\u00f3, \u00e9s mem\u00f2ria canviant. Una lli\u00e7\u00f3 de disseny contemporani.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14006\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-7.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14007\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-8.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>Disseny visual: entre el minimalisme i la distorsi\u00f3 po\u00e8tica<\/h3>\n<p>El sistema gr\u00e0fic es construeix a partir d\u2019un equilibri molt acurat entre minimalisme contemporani i distorsi\u00f3 subtil. FACTORY reinterpreta el logotip del festival amb variacions en les formes tipogr\u00e0fiques: lletres allargades, pauses visibles, corbes suaus o degradats que evoquen respiraci\u00f3 i contemplaci\u00f3. Aquesta intervenci\u00f3 tipogr\u00e0fica convida el lector a aturar-se, connectant directament amb la intenci\u00f3 curatorial del festival.<\/p>\n<p>Les composicions utilitzen capes, degradats suaus i transpar\u00e8ncies que suggereixen profunditat emocional. Els portals apareixen com a portes d\u2019entrada a diferents nivells de lectura, marcant el ritme visual de les peces impreses i digitals.<\/p>\n<p>Cada seu del festival adopta una paleta crom\u00e0tica pr\u00f2pia, fet que permet:<\/p>\n<ul>\n<li>crear una identitat diferenciada per a cada espai,<\/li>\n<li>facilitar l\u2019orientaci\u00f3 del visitant,<\/li>\n<li>generar estats emocionals espec\u00edfics.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Aquesta estrat\u00e8gia crom\u00e0tica converteix la campanya en una experi\u00e8ncia centrada en l\u2019usuari i, alhora, aporta cohesi\u00f3 narrativa. Per a un estudi de comunicaci\u00f3 visual a Barcelona, aquest \u00fas del color com a eina narrativa \u00e9s especialment inspirador.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14008\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-5.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>El moviment com a ess\u00e8ncia: identitat viva<\/h3>\n<p>El m\u00e9s destacat del treball de FACTORY \u00e9s la seva aposta per l\u2019animaci\u00f3 com a part essencial del branding. El moviment no s\u2019utilitza com a recurs decoratiu, sin\u00f3 com a llenguatge propi. En motion, els portals prenen vida, evocant records que emergeixen de la boira del temps.<\/p>\n<p>En un entorn digital saturat, on les campanyes han de captar l\u2019atenci\u00f3 en segons, aquesta identitat din\u00e0mica destaca de manera immediata. Flueix, respira, convida a entrar. En comptes d\u2019imposar informaci\u00f3, <strong>crea atmosferes<\/strong>. Aix\u00f2 converteix la comunicaci\u00f3 digital del SIPF en una experi\u00e8ncia emocional m\u00e9s que informativa.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14009\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-_1_.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>Aplicaci\u00f3 editorial i espacial: disseny que ordena l\u2019experi\u00e8ncia<\/h3>\n<p>En print, els portals actuen com a marcs conceptuals que obren finestres a les obres, textos i tem\u00e0tiques del festival. Les composicions tipogr\u00e0fiques es mantenen netes i modulades, permetent que el contingut \u2014la fotografia\u2014 segueixi sent el centre del discurs.<\/p>\n<p>A l\u2019espai expositiu, la identitat gr\u00e0fica es converteix en un sistema d\u2019orientaci\u00f3. Els portals, ampliats o transformats, guien els visitants a trav\u00e9s de les diferents sales. Cada color introdueix una atmosfera pr\u00f2pia, refor\u00e7ant la narrativa curatorial.<\/p>\n<p>Aquesta integraci\u00f3 entre branding i espai f\u00edsic \u00e9s clau en qualsevol campanya cultural contempor\u00e0nia. Des d\u2019una perspectiva de disseny d\u2019experi\u00e8ncies, FACTORY demostra una gran sensibilitat pensant no nom\u00e9s en l\u2019aspecte visual, sin\u00f3 tamb\u00e9 en l\u2019espacial, l\u2019emocional i el pr\u00e0ctic.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14010\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-_9_.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>Comunicaci\u00f3 digital: quan el branding construeix una narrativa<\/h3>\n<p>La campanya digital del SIPF 2024 funciona com una extensi\u00f3 natural del sistema visual. Les peces per a xarxes socials adopten l\u2019est\u00e8tica dels portals en moviment, generant un flux visual coherent. Les animacions s\u2019utilitzen per presentar artistes, anunciar seus o promocionar activitats complement\u00e0ries.<\/p>\n<p>Aix\u00f2 converteix el branding en un <strong>ecosistema narratiu<\/strong> que acompanya el p\u00fablic abans, durant i despr\u00e9s de la visita. Tant al web del festival com a les xarxes socials, la identitat transmet continu\u00eftat i cohesi\u00f3 emocional.<\/p>\n<p>Per a qui desenvolupem campanyes digitals a Barcelona, aquest projecte \u00e9s un exemple extraordinari de com un concepte pot potenciar la comunicaci\u00f3 online quan s\u2019aplica amb claredat, sensibilitat i coher\u00e8ncia.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14011\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-3.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>Impacte i reconeixement internacional<\/h3>\n<p>El treball de FACTORY va ser distingit amb el <strong>DNA Paris Design Award 2025<\/strong> en la categoria <strong>Graphic Design \/ Communication Design<\/strong>, un dels reconeixements m\u00e9s prestigiosos en disseny contemporani. El jurat va destacar la profunditat conceptual, la coher\u00e8ncia visual i la manera com la identitat va transformar el festival en un recorregut sensorial.<\/p>\n<p>El premi no nom\u00e9s reconeix la qualitat est\u00e8tica del projecte, sin\u00f3 tamb\u00e9 el seu valor com a <strong>campanya de comunicaci\u00f3 integrada<\/strong>. Una mostra de com el disseny gr\u00e0fic, el branding i la comunicaci\u00f3 digital poden construir experi\u00e8ncies memorables quan es desenvolupen sota una visi\u00f3 clara.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14012\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/campana-de-comunicacion-de-la-semana-in-search-of-lost-time-by-factory-2.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<h3>Conclusi\u00f3: disseny que converteix el temps en experi\u00e8ncia<\/h3>\n<p><em>In Search of Lost Time<\/em> \u00e9s un exemple excepcional de branding cultural contemporani. FACTORY no va dissenyar nom\u00e9s una identitat visual: va crear una <strong>atmosfera<\/strong>. Un univers on temps, mem\u00f2ria i percepci\u00f3 s\u2019entrellacen, convidant el p\u00fablic a aturar-se, mirar i sentir.<\/p>\n<p>Des de la nostra experi\u00e8ncia en <strong>branding, disseny gr\u00e0fic i comunicaci\u00f3 digital a Barcelona<\/strong>, considerem aquest projecte una refer\u00e8ncia magistral de com un concepte profund pot transformar-se en una campanya completa que respira coher\u00e8ncia, sensibilitat i emoci\u00f3.<\/p>\n<h3>Cr\u00e8dits<\/h3>\n<p><strong>Projecte:<\/strong> In Search of Lost Time \u2013 9th Singapore International Photography Festival<br \/>\n<strong>Estudi \/ Companyia:<\/strong> FACTORY<br \/>\n<strong>Lead Designer:<\/strong> Roy Wang<br \/>\n<strong>Equip de disseny:<\/strong> Sandra Lau, Tamelia Lim, Lin Chi Chen, Joelle Puah, Chrystal Lim<br \/>\n<strong>Client:<\/strong> DECK Photography Art Centre<br \/>\n<strong>Premi:<\/strong> Winner \u2013 Graphic Design \/ Communication Design, DNA Paris Design Awards 2025<br \/>\n<strong>Any:<\/strong> 2024<br \/>\n<strong>Instagram:<\/strong> @work.byfactory<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una identitat que respira mem\u00f2ria: com FACTORY va transformar el SIPF 2024 en una experi\u00e8ncia sensorial digital i f\u00edsica El disseny de comunicaci\u00f3 t\u00e9 la capacitat d\u2019expressar all\u00f2 que les paraules no poden abastar: emocions, records, fragments de temps. El projecte In Search of Lost Time, creat per l\u2019estudi FACTORY per al 9th Singapore International [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1202,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[134],"class_list":["post-16984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campanya de comunicaci\u00f3 de la setmana: In Search of Lost Time by Factory - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-in-search-of-lost-time-factory\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campanya de comunicaci\u00f3 de la setmana: In Search of Lost Time by Factory - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Una identitat que respira mem\u00f2ria: com FACTORY va transformar el SIPF 2024 en una experi\u00e8ncia sensorial digital i f\u00edsica El disseny de comunicaci\u00f3 t\u00e9 la capacitat d\u2019expressar all\u00f2 que les paraules no poden abastar: emocions, records, fragments de temps. 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