Irene
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About
Brand Identity
Institutional Website
UI Design
Frontend Development
Marketing Collaboration
Local Commerce
Premios Alcalá
2023
Institutional identity and website for a local commerce awards initiative.
Marketing
Social Media
Copy
Helena Fernández
Miralpeix
Visual Identity
UI Design
Frontend
Premios Alcalá 2023 was an institutional identity and web project created to give a local commerce awards initiative a clearer, stronger and more recognizable digital presence.
The project combined visual identity, web design, frontend development and marketing communication to help the awards communicate their purpose, criteria and value with more authority and clarity.
The website was created and launched for the awards edition that year, and remained active in the following years.
Its availability may change over time depending on the entity's communication needs, maintenance decisions or future updates to the awards platform.
Overview
Identity, website and communication system
Premios Alcalá 2023 combined identity design, website structure, marketing communication and frontend development for an institutional initiative recognizing local commerce.
The work gave the awards a stronger visual presence, a structured website and a communication base that could support web content, social media and public-facing information about the initiative.
The project focused on turning a limited institutional web presence into a stronger identity and digital communication system for the 2023 local commerce awards.
The goal was to give the awards a clearer, more recognizable and more authoritative presence: a visual identity that could represent the importance of the event, and a website that could explain the call, criteria and participation details in a structured and accessible way.
My role focused on visual identity, UI design and frontend development, while Irene led marketing, social media and copy. Together, we shaped the website content structure and communication approach.
Brief & communication needs:
Defined the purpose of the awards, the local commerce audience, the participation criteria and the need for a stronger institutional presence.
Identity direction:
Created a firmer and more recognizable visual direction so the awards could feel aligned with the importance of the event and the institution behind it.
Website structure:
Organized the web content around the initiative, participation information, criteria, categories and key event details with Irene’s copy and marketing input.
UI & visual system:
Translated the identity into a clear web interface, defining layout, hierarchy, visual rhythm and reusable content blocks for the awards experience.
Frontend development:
Built the published website, turning the UI direction into a functional digital experience aligned with the identity and communication goals.
- Institutional identity project
- Published website
- Year 2023
An institutional identity and website project for a local commerce awards initiative, focused on giving the event a stronger visual presence and clearer digital communication.
- Brand identity
- Website structure
- UI design
- Frontend development
Identity direction, content hierarchy, website interface and frontend build for an awards experience connected to local commerce and institutional communication.
- Figma
- Adobe Creative Suite
- WordPress
- HTML
- CSS
Helena: visual identity, UI design and frontend development.
Irene: marketing, social media and copy.
Shared: website content structure and communication approach.
Project Brief
Phase 1 · Identity, communication and institutional presence
The previous website and visual identity lacked the presence needed to represent the importance of the awards and the institutional authority behind them. The project required a firmer, more recognizable identity and a clearer web experience connected to the city, its citizens and its local commerce ecosystem.
The awards represented the city’s commercial ecosystem, so the visual system needed to feel deliberate, representative and clear enough for local businesses, citizens and institutional audiences to understand the initiative.
Visual Identity
Phase 2 · A stronger system for the awards
Building a more recognizable identity meant giving the awards a more solid and memorable presence. The visual direction needed to feel institutional, but also current and attractive enough to support digital communication.
The system had to work across the website and marketing materials, helping the awards feel more coherent, important and recognizable.
Website Structure
Phase 3 · Content organization and event information
Turning the awards into a clear web experience required structuring the website around the initiative: what it was, who it was for, what criteria were considered and how participation worked.
The structure helped transform the awards from a formal announcement into a more complete digital experience, with clearer hierarchy, better readability and a stronger visual system.
Website area
What it supports
Why it mattered
Presentation
Introduces the awards, purpose of the initiative and institutional context.
Creates a clear first impression and gives the event stronger public presence.
Participation
Explains eligibility information, criteria, requirements and relevant dates.
Helps commerce owners understand how the initiative works and what information matters.
Categories
Organizes the different award areas into readable, comparable content blocks.
Makes the event easier to scan and gives each award type a clearer place in the structure.
Communication
Connects web information with marketing, social media and additional contact or download points.
Keeps the website aligned with the broader communication ecosystem of the awards.
Collaboration
Phase 4 · Design and marketing working together
Connecting identity, copy and digital communication was key to the project. The website structure was defined together so that content, tone and design worked as one coherent communication experience.
The collaboration connected Irene’s work on copy, social media and communication with Helena’s work on visual identity, UI design and frontend development.
Reflection
Looking back and looking forward
What this project taught us about institutional communication
This project showed how important visual identity is when an institution needs to communicate the relevance of an initiative. An underdeveloped identity can make an important project feel smaller than it is.
The main value of the project was giving the awards a stronger and more coherent presence: one that could better represent the city, its commerce and the institution behind the initiative.
It also reinforced the importance of connecting design and marketing from the beginning. The website, copy, social media and identity needed to work together, not as separate pieces.
If the project evolved further, the next step would be to expand the identity system across more communication materials and create a more complete digital archive of winners, categories and editions.
The opportunity would be to turn the awards into a recognizable yearly platform, not just a one-time web page: a stronger visual and digital system that could grow with each edition.
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