“We are exposed to a constant image overload”

Thursday December 20th, 2018

David Romualdo, digital art director, speaks about that added value of quality design and brands, and how to reinforce the message to reach the audience with greater guarantee of success.

Does a brand need to invest in high quality designs?
Of course. Using quality designs means to invest in the image that the company projects towards the clients, audience, and even competitors. This type of work is always associated with concepts such as quality, professionalism, and dependability.

What role does photography have in your daily work?
It is something important, indeed, but not essential. A concept can be transmitted through a good copy, image, lettering, etc. However, a visual element (photo, video, or illustration) helps to reinforce the message and reaches the audience with greater guarantees of success. It is also true that today there is too much abuse of image banks due to their immediacy, wide range of resources and, above all, low cost. It is much more advisable and rewarding to work with a bespoke photograph made for the occasion by a professional team because, in addition, it is the way to create a unique image for the project and not one that can have any other campaign, project, web, etc.

Is it easier to express something through illustrations, or photographies?
It depends on the type of project, client, budget, and even on the trends associated with that specific campaign. Many times I would prefer to opt for the illustration rather than using the image archive, which is the normal. In my opinion, it is much more satisfying and fun to choose a less easy path, such as illustration, which requires an extra effort and, at the same time, helps me to improve. On the other hand, working with good photographs made by a professional team and starting from a previous concept is heave for any designer.

How can you be sure if a particular graphic or visual style may work?
There is no an exact equation to know when a campaign, a web, a photo, will work. However, professionals may follow patterns, trends and, according to what type of campaign or public, there are formulas with which you know that you will succeed.

How do technology or the digital media have influenced the world of illustration?
Como todo, tiene su parte positiva y su parte negativa. Creo que existen dos tipos de creativos: los conformistas y los que no lo somos. Para los primeros, el hecho de tener a su alcance recursos gratuitos que pueden hacer suyos les conduce a un acomodamiento extremo, ya que no se esfuerzan en crear los propios; ya sean fotografías algo más complejas o simples iconos. Para los más inquietos, nos supone un abanico de nuevos medios que aprovechamos para seguir avanzando en nuestro aprendizaje.
Like everything, it has a positive and a negative side. I think there are two types of creatives: the conformist and the non-conformist. For the former, the fact of having free resources at their disposal that they can make themselves excessively comfortable, unchallenging. The restless will dare with new media as constant training and updating. Try to imagine what Basquiat may have done today with all that digital tools…

Are we now more visual than verbal?
I would say that is the case, yes. We are constantly exposed to an image overload. A clear example of this are WhatsApp and social media emoji: as there is always one for each situation, we do not even bother to write, we send the selected symbol, and that is all.

Balance Productions

Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

See website



Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

See website


Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

See website

Kunst Deco

Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

See website

Moonflower Technologies

Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

See website

Next Studio

Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.


See website

OnOff Audiovisuals

Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

See website

Stands XL

Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

See website