Project title: Culture square | Client: Gerediaga Elkartea | Date: 2013

Gerediaga approached di-da with a clear objective: to strengthen the reputation of the Durango Basque book and music fair, as well as that of the Gerediaga Association.

To achieve this, we were asked to develop a new communications strategy, to create and guide a press team, to design a publicity campaign, design a new wayfinding system, produce TV and radio advertisements, as well as developing a media campaign.

To begin with, we conducted a detailed brand audit. Many different organisations (each with different strategies and specialisms) participate in directing the Durango fair, therefore we met with each of them to determine the key characteristics that distinguish the fair and contribute to its personality, even bringing into question its viability.

All were agreed from the outset, that the fair continues to be necessary, and that the significant value of promoting Basque cultures far outweighs the financial challenges faced each year to keep the fair operational. Despite a difference of opinion in terms of future objectives and aims, all the organisers agreed and concluded that it is an event worth promoting.

Therefore, when it came to developing a commmunications strategy, we took into account the following: improving the communication between different participants and organisers of the event; working jointly towards producing a general consensus of exactly what needs to be published and with what tone of voice; simplifying and tying together different names and slogans; strengthening unity and cohesion; and developing a design style that appeals to a younger audience and in turn encourages their involvement in Basque culture throughout the event.