The Entrepreneur’s Award is an annual initiative organized by Madrid’s City Council to recognize the work of women entrepreneurs.

Its main goal is to contribute to the recognition of original and creative projects developed by female talent by promoting and encouraging entrepreneurship, and job creation, increasing the economic activity in the country, and helping eliminate the existing gender gap.

Under that premise, we developed a conceptual proposal based on the path of the entrepreneurs leading their way until they reach their goals.

Using an uppercase Sans typeface, we created rectangular blocks representing the bases of the steps, alluding to the platform they can get with the prize. The illustrations created by Miguel Camprubí and animated by Lobster Studio show the entrepreneurs tracing a path to materialize a project.

In different executions, we emphasize the value of the effort, the determination to take the first step, and the perseverance necessary to achieve the evolution of each project. This way, the typographic ladder works as a visual representation of the different levels, the challenge, growth, and entrepreneurship but also works as an expression of the support and projection given by the Entrepreneurs Award.

The campaign materializes in dynamic pieces with a fresh, striking, and diverse color palette, which speaks directly to the entrepreneurs while emphasizing the implicit concept announced in the award.

Our resolution was clear: create an optimistic and visually recognizable campaign as a way of inviting the public to participate, using a direct call to action, which in addition to speaking using the present tense, shows that leaders with their projects not only draw their way, but they represent new female references that encourage current and future generations.