INFO
Radio Madalena is a community space for discussing ideas, promoting and defending the interests of Vila Madalena, in São Paulo, Brazil.
The initiative emerged from the voluntary movement of people who live and work in the neighborhood to encourage the preservation of the region. As this idea grew, broader issues arose, such as civil rights, ethics, economics, social justice, among others. So we teamed up with our neighbors to make the brand's expression more attractive for new supporters, partnerships, and reach out to fresh audiences.
The initiative emerged from the voluntary movement of people who live and work in the neighborhood to encourage the preservation of the region. As this idea grew, broader issues arose, such as civil rights, ethics, economics, social justice, among others. So we teamed up with our neighbors to make the brand's expression more attractive for new supporters, partnerships, and reach out to fresh audiences.
After taking a closer look at the issues discussed on its shows and understanding its strategy and plans to grow, an expression was created referencing lambe-lambe street posters and stencils, which are very typical in the area. An array of collages was then composed, allowing for the exploration of the diversity seen on the streets of the neighborhood and the conversations heard on the radio.
The radio in numbers
633 Shows, 35 Volunteers, 146K Monthly Accesses
My role
Creative Direction
Credits
Creative Direction: Rodrigo Deligi, Samuel Oliveira
Design: Paula Fioretti, Diego Cavinatto
Copywriting: Leonardo Moreira
Motion Design: Edyelk Lucas de Sousa
Sound Design: Rodrigo Tedesco
Typography: Daniel Sabino (Blackletra)
Design: Paula Fioretti, Diego Cavinatto
Copywriting: Leonardo Moreira
Motion Design: Edyelk Lucas de Sousa
Sound Design: Rodrigo Tedesco
Typography: Daniel Sabino (Blackletra)
Awards
Brasil Design Award 2021 - Silver Medal - Graphic design
Indigo Design Award 2022 - Gold Medal - Branding
bid_22- 8º Bienal Iberoamericana de Diseño - Seleccionado
Indigo Design Award 2022 - Gold Medal - Branding
bid_22- 8º Bienal Iberoamericana de Diseño - Seleccionado
BRAND CULTURE
Vila Madalena is a place that combines a vibrant street art scene with open air art galleries, colorful murals, independent fashion stores, cafés, studios, nightlife and, obviously, lots of music. Representing this plurality and the exuberant lifestyle of the neighborhood was fundamental to create an expression that reflects what is discussed on its various radio programs.
Audio Signature
Elements from musical genres like samba and jazz are blended with typically overlooked everyday sounds. These elements are brought together to reflect the urban environment and create rich sonic layers.
Result
This new identity brought social awareness to the brand’s universe and communicates the importance of the collective struggle that keeps this non-profit organization alive. With an established brand that clearly represents its purpose, this project keeps gaining credibility and more supporters and partners. Therefore, Rádio Vila Madalena can improve its operations to advocate for the good use of the neighborhood and actions that generate positive impact on local business and the whole community.
