{"id":1155,"date":"2026-07-24T19:24:55","date_gmt":"2026-07-24T17:24:55","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/cas-de-descobriment-%c2%b7-font-barcelona\/"},"modified":"2026-09-18T19:52:27","modified_gmt":"2026-09-18T17:52:27","slug":"cas-de-descobriment-%c2%b7-font-barcelona","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/discovery-cases\/cas-de-descobriment-%c2%b7-font-barcelona\/","title":{"rendered":"Cas de Descobriment \u00b7 Font Barcelona"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\"><strong>Abans que exist\u00eds el primer mecanisme, ja existia una manera \u00fanica de mirar.<\/strong><\/p>\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 id=\"h-cliente-y-sector\" class=\"wp-block-heading\">Client i sector<\/h2>\n\n<p class=\"wp-block-paragraph\">Les empreses familiars acumulen coneixement, ofici i la seva pr\u00f2pia manera de fer les coses. La seg\u00fcent generaci\u00f3 sovint porta alguna cosa diferent: una nova manera d'interpretar aquest llegat. <\/p>\n\n<p class=\"wp-block-paragraph\">Fontini \u00e9s una empresa de segona generaci\u00f3 especialitzada en la fabricaci\u00f3 de mecanismes el\u00e8ctrics de porcellana i metall. Els seus interruptors de porcellana havien aconseguit un ampli reconeixement, especialment en projectes vinculats a entorns rurals i arquitectura d'inspiraci\u00f3 cl\u00e0ssica. <\/p>\n\n<p class=\"wp-block-paragraph\">Roger Font, despr\u00e9s d'anys treballant al negoci familiar, va comen\u00e7ar a imaginar una marca capa\u00e7 de projectar aquest coneixement industrial en un univers m\u00e9s contemporani, connectat amb l'arquitectura i el disseny.<br\/>Aquesta visi\u00f3 acabaria convertint-se en el Font Barcelona.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-contexto\" class=\"wp-block-heading\">Context<\/h2>\n\n<p class=\"wp-block-paragraph\">Les primeres converses no giraven al voltant del producte, sin\u00f3 del m\u00f3n on hauria de viure aquesta futura marca.<\/p>\n\n<p class=\"wp-block-paragraph\">Contemporane\u00eftat, Barcelona, arquitectura, disseny, cultura, objectes, materials, provocaci\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">Vam construir aquest h\u00e0bitat compartint refer\u00e8ncies, intu\u00efcions i idees. Algunes semblaven impossibles \u2013 com imaginar vestits d'alta costura fets de fragments de porcellana per explicar les m\u00faltiples vides que un material capa\u00e7 de reciclar-se pot tenir una vegada i una altra \u2013 per\u00f2 totes perseguien el mateix objectiu: definir la seva sensibilitat, el seu nivell de demanda i l'actitud amb qu\u00e8 es presentarien al m\u00f3n. <\/p>\n\n<p class=\"wp-block-paragraph\">Mentrestant, Roger compartia aquesta mateixa visi\u00f3 amb Oriol Guimer\u00e0, que juntament amb Joan Cinca va desenvolupar el disseny industrial dels primers mecanismes.<\/p>\n\n<p class=\"wp-block-paragraph\">Eren dos camins diferents amb la mateixa direcci\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-tension-detectada\" class=\"wp-block-heading\">Tensi\u00f3 detectada<\/h2>\n\n<p class=\"wp-block-paragraph\">L'interruptor havia format part del paisatge quotidi\u00e0 durant d\u00e8cades fins que es va convertir en un objecte pr\u00e0cticament invisible.<\/p>\n\n<p class=\"wp-block-paragraph\">En un espai triem amb cura l\u00e0mpades, cadires, un gerro, una pintura o qualsevol altre element decoratiu. Admirem la seva forma, material, textura o personalitat que aporten al conjunt. <\/p>\n\n<p class=\"wp-block-paragraph\">El mecanisme el\u00e8ctric, tot i estar present a totes les habitacions i utilitzar-se diverses vegades al dia, encara es tractava com un component funcional destinat a ser integrat discretament a la paret.<\/p>\n\n<p class=\"wp-block-paragraph\">El repte era presentar interruptors concebuts com a objectes de disseny i aconseguir que l'interlocutor els prest\u00e9s l'atenci\u00f3 que es mereixien.<\/p>\n\n<p class=\"wp-block-paragraph\">L'estrat\u00e8gia de marca els va donar el lloc des d'on podien expressar-se amb tota la seva personalitat.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-diagnostico-dlab\" class=\"wp-block-heading\">Diagn\u00f2stic dlab<\/h2>\n\n<p class=\"wp-block-paragraph\">El significat profund de font barcelona estava en la seva actitud.<\/p>\n\n<p class=\"wp-block-paragraph\">Roger va promoure una evoluci\u00f3 personal de l'her\u00e8ncia industrial. Guimer\u00e0 i Cinca dissenyaven els primers mecanismes amb la demanda, pres\u00e8ncia i detall d'una pe\u00e7a de joieria, mentre que nosaltres conceb\u00edem l'univers de la marca amb el desig d'evolucionar, explorar i q\u00fcestionar l'establert. <\/p>\n\n<p class=\"wp-block-paragraph\">Durant mesos hav\u00edem constru\u00eft el m\u00f3n on aquests mecanismes s'expressarien. Quan vam veure els primers prototips de la col\u00b7lecci\u00f3 5.1, tot va encaixar. <\/p>\n\n<p class=\"wp-block-paragraph\">Aquesta visi\u00f3 compartida feia que els noms de les col\u00b7leccions, el to, la veu, les imatges, el producte i cada decisi\u00f3 posterior sorgissin de la mateixa manera de mirar.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-decision-estrategica\" class=\"wp-block-heading\">Decisi\u00f3 estrat\u00e8gica<\/h2>\n\n<p class=\"wp-block-paragraph\">Fem de l'actitud provocadora el criteri central de la marca.<\/p>\n\n<p class=\"wp-block-paragraph\">Vam treure el canvi del seu context visual habitual. Va deixar la paret i els entorns plens d'elements per apar\u00e8ixer davant la c\u00e0mera com el protagonista absolut. El vam presentar com si fos una pe\u00e7a arquitect\u00f2nica o una escultura.  <\/p>\n\n<p class=\"wp-block-paragraph\">Ja no necessitaven un conjunt. El mecanisme era el protagonista. Un objecte capa\u00e7 d'aixecar admiraci\u00f3 pel seu volum, la seva textura, la precisi\u00f3 dels detalls i la qualitat dels materials.  <\/p>\n\n<p class=\"wp-block-paragraph\">El llenguatge verbal desafiava directament l'observador. Afirmacions com que som tan atrevits i no siguem tan quadrats expressaven seguretat, irrever\u00e8ncia i una invitaci\u00f3 a despertar la nostra mirada i q\u00fcestionar-nos a nosaltres mateixos: <\/p>\n\n<p class=\"wp-block-paragraph\">Per qu\u00e8 acceptem qualsevol interruptor en un espai on cuidem cada objecte que triem?<br\/>Per qu\u00e8 no es pot concebre un mecanisme per ser vist, admirat, exhibit o fins i tot esdevingut un objecte de culte m\u00e9s enll\u00e0 de la seva pr\u00f2pia funci\u00f3?<\/p>\n\n<p class=\"wp-block-paragraph\">L'estrat\u00e8gia va comptar amb el suport del departament de m\u00e0rqueting liderat per Marc Tierz, que entenia la import\u00e0ncia de construir una marca diferent i va optar per desenvolupar aquesta manera de comunicar-se amb coher\u00e8ncia i continu\u00eftat.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-resultado-verbal-visual-y-de-percepcion\" class=\"wp-block-heading\">Resultats verbals, visuals i perceptius<\/h2>\n\n<p class=\"wp-block-paragraph\">La comunicaci\u00f3 va aconseguir traslladar els mecanismes el\u00e8ctrics a un territori on mai abans havien estat.<\/p>\n\n<p class=\"wp-block-paragraph\">Font Barcelona va parlar de manera individual amb arquitectura, disseny d'interiors, disseny i cultura contempor\u00e0nia.<\/p>\n\n<p class=\"wp-block-paragraph\">Les peces adquirien pres\u00e8ncia. Cada imatge refor\u00e7ava la mateixa idea: els interruptors mereixien ocupar un lloc visible dins l'espai, no nom\u00e9s encendre i apagar la llum. <\/p>\n\n<p class=\"wp-block-paragraph\">Vam construir el nostre propi llenguatge, reconeixible i coherent, on cada element refor\u00e7ava el mateix aspecte.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-materializacion-de-la-estrategia\" class=\"wp-block-heading\">Materialitzaci\u00f3 de l'estrat\u00e8gia<\/h2>\n\n<p class=\"wp-block-paragraph\">Desenvolupem i decidim els noms de les col\u00b7leccions basant-nos en un proc\u00e9s d'observaci\u00f3 i interpretaci\u00f3 de cadascuna d'elles.<\/p>\n\n<p class=\"wp-block-paragraph\">A la primera col\u00b7lecci\u00f3, <strong>5.1<\/strong>, ja vam establir les bases per a una manera \u00fanica d'entendre el producte.<\/p>\n\n<p class=\"wp-block-paragraph\">Despr\u00e9s van arribar <strong>C, C low, bridge<\/strong> i <strong>solo<\/strong>, expandint l'univers de la marca sense perdre mai coher\u00e8ncia i consist\u00e8ncia.<\/p>\n\n<p class=\"wp-block-paragraph\">La fotografia, els cat\u00e0legs, l'embalatge, la identitat digital, els butlletins, la comunicaci\u00f3 comercial, les fires internacionals i cada interacci\u00f3 refor\u00e7aven la mateixa posici\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">La marca va evolucionar. La manera de semblar es va mantenir. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-aprendizaje-del-caso\" class=\"wp-block-heading\">Aprenentatge de casos<\/h2>\n\n<p class=\"wp-block-paragraph\">Les marques m\u00e9s fortes es construeixen compartint una visi\u00f3 comuna abans que cada disciplina comenci a funcionar. Aquesta visi\u00f3 crea un espai on la marca pot cr\u00e9ixer, expressar-se i adquirir significat i autenticitat, permetent que diferents especialistes aportin el millor del seu ofici amb autonomia i una direcci\u00f3 comuna. <\/p>\n\n<p class=\"wp-block-paragraph\">Font Barcelona demostra que un objecte quotidi\u00e0 pot esdevenir el centre d'atenci\u00f3 quan alg\u00fa revela el seu valor i li d\u00f3na el lloc que es mereix.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-servicios-dlab-relacionados\" class=\"wp-block-heading\">Serveis relacionats de dlab<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Arrelament de marca<\/strong> \u00b7 diagn\u00f2stic estrat\u00e8gic \u00b7 plataforma de marca \u00b7 posicionament \u00b7 nomenclatura \u00b7 narrativa de marca \u00b7 direcci\u00f3 creativa \u00b7 identitat visual \u00b7 sistema d'embalatge \u00b7 comunicaci\u00f3 corporativa \u00b7 activaci\u00f3 de marca \u00b7 sistemes de marca<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abans que exist\u00eds el primer mecanisme, ja existia una manera \u00fanica de mirar. Client i sector Les empreses familiars acumulen coneixement, ofici i la seva pr\u00f2pia manera de fer les coses. La seg\u00fcent generaci\u00f3 sovint porta alguna cosa diferent: una nova manera d&#8217;interpretar aquest llegat. Fontini \u00e9s una empresa de segona generaci\u00f3 especialitzada en la [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discovery-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cas de Descobriment \u00b7 Font Barcelona<\/title>\n<meta name=\"description\" content=\"Abans que exist\u00eds el primer mecanisme, ja existia una manera \u00fanica de mirar. Client i sector Les empreses familiars acumulen coneixement, ofici i la seva . Revelamos el valor real de lo que has construido. 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