I make graphic design. I don’t make decoration.

A lot of clients think that design is about decoration. This project try to move minds about what is the main purpose of design activity. We must ensure that design is more important regarding to the people, is a necessity that deserves a social respect to improve our environment, therefore, our lifes and our world.



The idea is about the essence of the message. It had to be minimal and very direct. Any kind of graphics is allowed because the goal try to move minds around design activity. The best way is pureness of form and function. The Akzidenz Grotesk typeface communicates the message fast and clear, so it’s perfect for his function in this project.


The main and most important tool was the mind. I think that ideas are the most important thing in design. Your mind is infinite, there is an unimaginable power inside. The tyechnical tool was Adobe Indesign. I believe in “Think more, design less”. A very interesting and inspiring quote by the great Ellen Lupton.






I think the most important thing is to create a discussion about design, that’s the main objetive. How is design activity now? Why design is so important in our lives? What kind of solution we have to developing? In my opinion, the social repercussion has been very positive. This is not a destructive project, it’s only constructive. I learn that design can change minds, I thing we can change the world (to a certain extent, or perhaps there is not limits).

I think we have to defining design as an activity more important that we think it is. We can change the minds of people. I think I achieve that with this project. Let’s change our beautiful world!

David Reca

I was born in 1994 at Valladolid, Spain. In that moment, I never expected that communication design would become the passion of my life. Actually, I am student of graphic design at Escuela Superior de Diseño de Madrid.