New visual universe for M21 Radio

M21, the radio station owned by the Madrid City Council, changed its management team in 2018 and took a new and different path. The new team asked us to create a claim and a totally new visual universe that had to coexist with the logo that has been linked to the station for years. The station changed its philosophy, evolving from the station-school of its beginnings to a more experimental, mutant and digital programming that tries to reflect all the diversity of a city like madrid. We decided to turn the logo into the canvas on which any detail related to Madrid can tell its story: people, animals, customs, gastronomy or any aspect that defines the city. Finally, we also created a new claim: 'One single radio for every Madrid'.