National Geographic España
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Conceptualisation and design of acquisition campaigns for National Geographic España and its brands: Historia National Geographic and Viajes National Geographic
About National Geographic España
RBA is one of Spain’s leading publishing groups, known for its books, magazines, and newsstand collectibles. Some of its most well-known publications include magazines such as National Geographic, El Mueble, and El Jueves, as well as collectible series such as El Cuerpo Humano, Bichos, and Minerales.
My Role
The RBA design system was created with the goal of unifying the visual elements across its eCommerce platforms in Spain, France, and Portugal, while also establishing a set of best practices to improve the user experience going forward. The project has evolved in response to new needs, such as the addition of new collections or markets, and, as of the publication date of this page, the design system is still under development and constantly evolving.
The colors
In addition to the core and brand colours, the design system establishes a specific colour palette for each magazine, consisting of a minimum of two tones and their respective hover states. This palette is also applied to the collectibles, adapting and expanding according to the visual direction of each publication.
This structure ensures a consistent colour identity across different e-commerce platforms and markets, while maintaining visual coherence across all formats and touchpoints, including websites, creative assets, banners, and physical materials such as cardboards and panels.
Typography and iconography
For typography, Proxima Nova was selected from Google Fonts, ensuring fast loading across the entire e-commerce platform while providing a neutral visual style and excellent readability.
The iconography was structured into three standard sizes — 32×32, 24×24, and 16×16 — each responding to different functional needs while following established design best practices and maintaining consistency throughout the system.
Modules
Following the principles of Atomic Design, a series of modular components were created to efficiently and rapidly build web prototypes in Figma. This modular approach not only streamlined the design process, but also ensured consistency across different collections and maintained a cohesive visual language throughout the website.
