rakel mendiola

Freelance creative, specialist in communications, advertising, campaigns and strategy. Capable to create a concept, build and design a product/project from that. Working with the client to understand their needs and requirements. Specialist detecting niches and see where others do not.

As example of these skills, I can tell you a project I did for the Arts Center Dos de Mayo and Exhibitions Hall Alcalá 31. The brief was to make tickets for each room and that those tickets had to have something special that users would like to keep as a souvenir. Placing myself in the position of the tourist visiting exhibitions as one of the few activities during the trip to Madrid and thinking how to make the ticket stand out from the other flyers or information they collect on their journey, I asked myself, what I can provide for that user really wants to take with? What can be so extraordinary?.

I thought about the personal experience that is offered to me when attending an exhibition, and found that normally it enriched my senses, Hearing sometimes, Taste (opening’s canapes), Touch in other moments, the Sight of course, but what about the Smell?, the great forgotten and the most powerful sense. I start to think about it, the human nose distinguishes between more than 10,000 different scents. Is responsible for emotions, feelings, instincts and impulses, such regions also store the contents of memory and regulate hormone release. I quickly realised I had to print the tickets on a incense paper that a friend brought me from Paris, a paper that since 1885 represented a lifestyle and tasteful internationally, the Papier d’Armenie.

I asked the company in France to send me a sheet onto which I printed the sketch. When I went to see my client, I gave to them while I took my lighter and lit one and blowing fast for the paper will burn slowly. My clients could not believe it, I was burning the ticket!!, the brief was to keep it, not to burn it. But my idea was far beyond, my idea was to create a unique experience that your brain will never forget. The objective was to take them to the ejoyment the Exhibition everytime that they encounted that smell in the future. I completed the project with a poster, where as a character, the ticket said: "Do not throw me, I am also a unique experience for your senses" and explained in 4 steps how to burn it.

I am seeking to expand my career in the UK, at the creative industry. Please feel free to contact