LEÓN ROMERO finds typographic inspiration in Barcelona street signage for Levi’s new campaign

LEÓN ROMERO was commissioned by Levi’s to tell the story of three talented individuals who have turned their work into a lifestyle, acting as part of a wider campaign by fellow Barcelona agency Helsinki. The highlighted individuals are former professional cyclist, Christian Meier; custom bike designer, David Gonzales; and highly regarded chefs, the Colombo brothers.

The studio decided to present the profiles in a newsprint magazine, allowing them to use photography at a considerable size in a tactile and keepable format. As well as the images, much of the canvas is given to an imposing condensed typeface. Inspired by Barcelona’s street signs, the typeface emphasises the one link between Meier, Gonzales and the Colombo’s: the pavement. The layouts are intentionally challenging, with text and images arranged loosely to represent the hectic nature of the individuals’ day-to-day lives and their challenging paths to success.

The publication, which also captures Levi’s signature red with a hand-stitched spine, is available in select retail stores around the world.