ruizcompany, finalist at the European Design Awards 2026 for Zaragoza Turismo

The European design scene recently turned its spotlight onto local talent as the final results of the European Design Awards 2026 were officially unveiled. While the top prize ultimately eluded them, local design studio ruizcompany achieved a monumental milestone by securing a finalist spot in the highly competitive “Brand Identity – Digital Applications” category. Their groundbreaking work for Zaragoza Turismo has proven that regional storytelling can captivate an international jury, firmly positioning the studio among Europe’s elite creative minds.

Reimagining a Cultural Capital

Zaragoza is currently navigating a pivotal moment where major historical milestones converge. With the upcoming Goya Bicentenary in 2028, its designation as the World Capital of Garnacha, and its enduring legacy as “The City of Two Cathedrals,” the city required an elevated visual narrative. The goal was to build an aspirational, high-quality tourist destination brand capable of rising to the occasion on both national and global stages. Ruizcompany stepped up to this challenge, creating a clear graphic code that bridges a rich historical legacy with a dynamic, modern identity, effectively inspiring a renewed sense of civic pride among Zaragoza’s residents.

Framing Identity Without the Noise

Instead of cluttering the visual landscape with an extra logo—given that Zaragoza Turismo already utilizes the official City Council’s mark—ruizcompany adopted a daring strategy: could Zaragoza Tourism be instantly recognizable even without a visible logo? By making the traditional mark secondary, the studio focused on a flexible, unified visual framework centered around an ingenious core concept:

• The Z-Shaped Window: A dynamic, iconic geometric element through which the city’s vibrant cultural, culinary, and historical offerings are revealed.

• Vibrant Imagery: A neutral base color palette ensures that the intensity and energy come entirely from the photography and video displayed within the window.

• Refined Typography: A sophisticated typeface that reinforces a profound sense of quality and cultural depth.

Built for the Digital Age

What truly set this project apart at the European Design Awards was its digital-first philosophy. Conceived primarily for modern digital environments where video plays a central role, the Z-shaped window acts as a living, moving portal rather than a static design. This fluid system seamlessly adapts to traditional media, including print and outdoor advertising, without losing its impact.

By transforming a single letter into a window of endless experiences, ruizcompany did more than just design a campaign; they gave Zaragoza a sophisticated tool to reflect its bright future. Even without taking home the winner’s trophy, this major European recognition solidifies their position as masters of contemporary digital branding.