SALO Orgullo is not just another Pride festival; it is a cultural platform born on Granada’s Costa Tropical, with its own identity and a southern accent. In 2025, I led the strategic direction and brand concept, driving a deep transformation: we redefined its narrative, shaped a bold new visual language and designed a communication approach that placed territory, inclusion, and culture at the heart of the project. Unlike large urban events, SALO offered a Pride that was brighter, more tender, and truly authentic with the taste of salt in the air. In a short time, it became a space where the South doesn’t just participate: the South celebrates. Art Direction & Digital Manager: Jen Martinez.