The Visual Sign Universe (VSU) was a response to a commission from the advertising agency DDB España to enhance their Sign Bank: an analytical tool that monitors social trends and groups them in terms of various categories (Wellbeing, Values, Tension, Technology, Youth, Heroes...).
The VSU fulfils a dual function: first, it facilitates the analytical work of planners and copywriters in identifying and classifying new trends that affect society and its forms of consumption, and second, it is a powerful tool of communication between the agency and its clients, useful for explaining the creative process, or part of it, from the idea through to its connection with social trends.