Insights|Conversation at HeART Barranquilla: The Writing Is on the Wall

Conversation at HeART Barranquilla: The Writing Is on the Wall

For the latest in our ongoing series of artworks created through our Conversation at HeART initiative, Colombian urban art collective DMental have combined words and pictures to amplify our employees’ voices.

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by Sitel Staff June 9, 2021 - 2 MIN READ

In May, Conversation at HeART, the global initiative for empowering our people through the powers of visual art, moved to Barranquilla, Colombia.

Our Barranquilla team was one of the first to take part in our Conversation at HeArt project. The team engaged in the project with great enthusiasm and experimentation. In the new Colombian MAXhub, they had two large walls – one in the gym and a large, bright space bordered by bay windows in the cafeteria – ready to welcome a mural each.

The local team’s desire was clear: they desired a colorful, energetic work of art that conveyed the values of Sitel Group® as well as a youthfulness that captured the aspirations of the employees at the MAXhub in Barranquilla.

Given the relevance and vitality of the street art scene in Colombia, the selection naturally fell to urban art, or street art, as the best style for conveying their message across two 30-foot+ walls. The association of Colombian artists – Dmental – was selected for the project, led by its founder Camilo Ruiz. Founded in 2004 by a group of several street artists, Dmental has a two-pronged approach: production and sale of tools dedicated to urban art and production of large-scale commissioned murals, for companies, cities or special projects.

Their diversity of style and techniques was an instant match for the Sitel® Colombia team.

After several collaborations between the artists and the Sitel Group team, the production of the two works began the week of March 8. Two artists from Dmental participated in the project: Camilo Ruiz, specialized in graffiti, and Riso, specialized in the illustrations.

For the cafeteria, a large, figurative mural representing the associates’ influences and diversity was produced in a “comic” style, where the images speak for themselves.

In the gym, a composition of graffiti using different styles of lettering and colors was created to celebrate the bold, simple and grounded values of Sitel Group. These works were made 100% freehand!

Sitel Barranquilla associates were excited to watch the murals being created and be able to be a part of the process, discussing the works with Camilo and Riso. And, likewise, the artists enjoyed working in such a different space; they appreciated the fact that Sitel Group invests time and energy into such an artistic project dedicated to their people.

Once again, our Conversation at HeART project enables our people to take control of and help mold the visual identity of their location.

To learn more, read about the Paris installation of Conversation at HeART here.

written by Sitel Staff
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