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Lead Image

Camping de Dalt


Production Method




La Buhardi - architecture & graphic design

Marina Senabre Roca for La Buhardi



Duality and potential are running themes in this project, in which the business cards double as tents for tiny campers and the triangle pattern has the potential to expand infinitely. Like the urban campsites they are designed to represent, these collateral pieces seek to provoke questions about relationships between seemingly contradictory entities—like nature and cities, mechanical serif type and organic script letters, or escape in the middle of the melee. 



Grup Municipal Compromis

Quantity Produced


Production Cost

Production Time

2 months

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

craft paper

Number of Colors





futura condensed medium
mr blaketon


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Project Description

“Camping de Dalt” is a proposal for a local urban campsite, located in the metropolitan area of Valencia.

The campsite is a place of relationships. Relationships among its users, and also relationships between those users and the environment. It has a beautiful feature: the absence of limits. The limit is only a fictitious line established for technical purposes. But if left to expand, the campsite could do so infinitely. Located in the city, this could translate into increasingly suggestive new relationships. The campsite could generate an interesting urban pattern and, therefore, create a new town identity.

The urban campsite is notable for its interesting duality: nature and city; introvert, but connected; a place to relax, but next to the city's offerings. It is important that the brand identity of the campsite is able to convey this duality. At the smallest scale, the typography is the one in charge to evidence that duality through the contrast between a sans serif font and a more organic one.

The smallest unit of a campsite is the tent. On a graphic level, the tent quickly associates to its symbol: the tent is a triangle. The urban pattern generated by the campsite can be visually translated into a graph formed by “tents”. This pattern is capable of spreading infinitely.

The brand identity is the result of combining the typography and the pattern of “tents”, leading to many different compositional possibilities. The visual compositions represent the heterogeneous character of the campsite, the generational contrast, the evocative urban fabric …

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Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 25, 2013


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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

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