Featured work
Spanish technology (ICEX) /
Whilst overall perceptions of Spain have improved measurably in the past two decades, not all sectors of the country have benefited equally. One area of which not enough notice has been taken is the proficiency of Spanish technology which is distinctive from the technological strengths of other nations and regions. For example, the innovative signalling technique the Spanish railway pioneered several years ago is now widely viewed as the state-of-the-art and is being replicated throughout the world.
To promote the initiative internationally, we edited, wrote and designed a book celebrating some of the processes, people and companies that were behind Spain's technological achievements.
The result is a book that, without retorting to the usual unintelligible technical jargon, tells a factual and deeply engaging story. The story of a great country that uses ingenuity to produce technology.
Perception changing initiatives like this one are always subject to public scrutiny. Newspapers in Spain where not only interested in the novel approach of the initiative but also in the people who developed the brand.
In mid-2005, Saffron was appointed by the Spanish Institute of External Commerce (ICEX) to develop a brand for Spanish technology – a brand that will fit with the spectacularly successful and long-running ‘image ascendancy’ of Spain.