Barça create Barça Identity area to unify and promote the Club's identity

Barça have created the Barça Identity area to help promote and unify the Club's identity both inside and outside the organisation. The new area will also be used to launch new financial initiatives with the aim of becoming a new area of business for FC Barcelona and it will be led by Paloma Mikadze, until now responsible for digital campaigns and content at the Club. The Barça brand is one of the most admired and loved in the whole world and its international positioning is of great value and for that reason Barça Identity demonstrates, once more, the Club's clear commitment to the digital area and all that defines it as 'More than a club'. 

The areas covered are those of Social Networks, the Club's website, the Corporate Branding and Brand Narrative teams as well as the leadership of the creation strategy for Brand campaigns with a team of some 30 people. As such, one of the biggest challenges for Barça Identity will be to ensure that all the Club's campaigns transmit not just the unique blaugrana spirit but also but also to become a dynamic, reference point in the FC Barcelona economy. 

Paloma Mikadze will be the new director of the area and will report directly to the Club president, Joan Laporta, as well joining the Club's management committee. 

Under Paloma's leadership since her arrival at Barça and thanks to the work of her team, FC Barcelona's social networks have maintained their position as a global model, with more pronounced growth compared to sporting rivals according to Football Benchmark, which in one of its latest reports highlights that Barça have grown by 40 million followers on social networks, followed by Manchester City (36), Real Madrid (35) and PSG (27). 

Amongst the campaigns she has led which have a great impact digitally, the collaboration with Pantone, Lila Barça, coinciding with International Women's Day stands out. Another example is the Rosalía Motomami campaign led by FC Barcelona and Spotify in the run up to the Clásico in which the men's and women's first team wore the emblem on their shirt. This campaign recently was an award winner in the Cannes Lions 2023 Festival, the most prestigious in the world of advertising. Similarly, just a few weeks ago the new kit for 2023/24 was launched, inspired by the women's team and the pioneering spirit and which has become a very successful campaign thanks to its digital focus.