The Challenge
TeleMadrid, a recognized symbol of Madrid’s community, faced a critical decision point: whether to evolve or revolutionize its brand. The challenge was to reposition TeleMadrid as the go-to reference for everyone in Madrid, reclaiming and effectively communicating values like openness, community focus, collaboration, interactivity, and co-creation. Furthermore, this transformation needed to work seamlessly across a multimedia network, necessitating a flexible and digital visual language.