ALTTRA

ALTTRA is a special project. And in this case, both the noun “project” and the adjective “special” are especially relevant, due to the truth they contain.

Nadie’s conceptual approach to branding is unquestionably indebted to our connection to art and culture. Since our years of association with La Fábrica, with whom we are united by a multitude of shared projects and a natural connection between the culture we love and the search for excellence in everything we do, our way of creating brands has a lot to do with the ways by which culture creates and cultivates identities and audiences. And our connection with this project in its most embryonic stage, the one in which these are still little more than a horizon, a sleeplessness for its creators, far from the documents, connects with that “red thread” that connects the identities that we create and takes them a little further.

Alttra is a non-profit project aimed at bringing contemporary art of the highest international quality to the Balearic Islands, “to place it at the center of the lives of its inhabitants and visitors”. Providing the selected artists with “unusual challenges, unique contexts and unrepeatable conditions both for the production and exhibition of newly created and memorable works and for the adaptation of existing works that appear in a new light, from and through places, spaces and situations. typical of the archipelago”, as stated in the project presentation manifesto on its website.

Its promoters are Rosario Nadal (international expert in contemporary art and advisor to public and private collections and institutions), Blanca Cortés (lawyer specializing in intellectual property, art law and partner at the Roca Junyent law firm) and Bartomeu Marí (curator, writer, former director MACBA, the Lima Art Museum and the MMCA of Korea, among others). His previous relationship with Nadie, the result of other connections and conversations, gradually generated the bridges and affinity from which the assignment arose: to give a name and image to something that, in a world still shaken by the last echoes of the pandemic, sounded like at the same time to dream, ambition, quality and depth. Building an identity firmly based on the codes and global references of its promoters.

The naming design project had all the richness, passion and constant reward of a path shared with a team with such an amazing cultural background. We were looking for identity in its deepest, most essential sense. Global scale and local roots; conceptual depth and initial questioning; attractiveness and staying power… The list of needs, the requirements that we all built together, grew throughout the process, making it richer with each step we took. The result, “alttra”, is a name that speaks of alterity, of difference, of a desire for openness and abstraction, of a path that seeks to describe itself, avoiding direct references and foreign models. Integrating languages, phonetics and diverse territories without being locked up or excluded. A naming that defines a project that aspires to be “other”, not to look at itself in any mirror, to get out of what is defined, out of the established frameworks and spaces, as can be seen in the first artists and projects in which the institution is working Already. Leaning on a word with clear and deep roots but at the same time re-constructed to incorporate its own differences, such as the symmetry between its two central TTs.

The design of the corporate identity tried to take what was achieved with the naming process further, generating a visual universe that, based on the foundations of the minimum, would lay the foundations of a solid aesthetic territory, easily identifiable with the international artistic universe in the one who was destined to live together. Black and white, fonts in perspective, giving up aesthetic elements, crude typographical games, make up a language determined to show a different perspective, an open and moving space in which the voluntary scarcity of style is undoubtedly the great visual style proposal. of the project.

The result, a project identity that, in addition to being deeply defined by its content and its creators, is transmitted in a conceptualization of great capacity, defined, “sharp”, and clearly radical, capable of acting as a prestigious interpreter and excellence from its first steps.

Website project: https://www.alttra.org