I was entrusted with the design of the graphic image of the Laus Awards 2009. This was probably one of the projects that more enthusiasm arose. This project involved some kind of “magic trap” since the end customers were our colleagues in the profession. I tried to express the identity of the project in the most sincere way using typography as a basic element.

The transferable typography reticle takes us back to a world in which the project, divested of all non-natural elements, was firmly based upon professional know-how. Focusing on typography as a means of expression and using a system that was the key working tool of our profession for many years. The reticle was used respecting one single composition in the diverse stages of the product.

An actual transferable reticle was handed out in studios across Spain as the initial element announcing the registration period. A transferable poster was also developed with a 240-point text box.