Video: @joves.santcugat, @ajsantcugat / IG
Unified Platform for Young Residents
Sant Cugat del Vallès has launched JOVES, a new municipal brand that brings together all city-run services, programmes and resources for young people aged 12 to 29. The initiative was officially presented on Wednesday 23 September 2026, aiming to improve visibility and accessibility of youth offerings across education, employment, housing, health, culture and leisure. The launch includes a redesigned digital platform at joves.santcugat.cat, which centralises information and allows users to request guidance, register for activities and manage personal profiles. The website was developed to be intuitive and accessible, with direct routing of user queries to relevant municipal officers.
Joves is not just a new brand or image. It’s about creating a physical and digital meeting point for young people in Sant Cugat.
Esther Madrona, councillor for Youth at the Ajuntament de Sant Cugat del Vallès, stressed that JOVES does not introduce new services but consolidates existing ones under a single, easier-to-navigate framework. She highlighted the importance of treating young residents as full citizens and increasing their participation in city life.
Tailored Support and Community Engagement
The JOVES brand encompasses a range of established services, including academic and job guidance, the Oh!FICINA JOVE support space, youth listening services, youth spaces in La Floresta and Les Planes, the 12–17 Youth Council (Consell de Joves), and the Va x Tu activities programme. Madrona noted the differing needs of two key age groups: 12 to 18, and 18 to 29. The council continues outreach efforts by visiting secondary schools and organising local activities, particularly in neighbourhoods like La Floresta and Les Planes. Georgina Rosselló, the designer behind the visual identity, explained that the brand was built around qualities such as curiosity, energy and vibrancy. The visual system uses black and white as a base, with individual services adopting distinct colours to maintain coherence while avoiding clichéd or infantile imagery. The brand is designed as an open system, allowing future campaigns, such as those for Christmas or the town’s major festival, to be integrated cohesively. Social media outreach remains a focus, with Instagram and WhatsApp currently the most used channels, though the council is assessing how to better engage youth on platforms like TikTok.
Primary sources: joves.santcugat.cat, Ajuntament de Sant Cugat del Vallès, decidim.santcugat.cat, Cugat Mèdia, oficinajove.santcugat.cat. Reported by TOT Sant Cugat.
