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The Urracas

Visual identity universe for a contemporary narrative

The Urracas is a visual identity project that begins with a contemporary reinterpretation of a traditional Korean Minhwa image—specifically, the scene where magpies mock a ridiculous tiger. In our version, the image shifts to a new symbolic context: the tiger has learned to hunt the magpies.

The project combines illustration, animation, and graphic identity elements to generate a coherent visual universe adaptable to different formats and applications. The design is based on a modular structure, with a geometric and chromatic language that enables variations within a consistent visual code.

The graphic narrative builds a symbolic ecosystem in which the tiger becomes the central figure of a reproducible iconographic system. Illustration is connected here to branding logic: gestures are codified, patterns repeated, and visual hierarchies established.

Technically, the project integrates vector design tools, motion graphics, and identity systems applied to both digital and physical products. Animations enhance the dynamic nature of the identity, enabling its activation in audiovisual or interactive environments.

The result is an expanded brand that goes beyond a logo or isolated piece. The Urracas proposes an autonomous visual language—narrative-driven, adaptable, and capable of evolving without losing graphic consistency.


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