A project straight to the heart of Madrid
Creation and development of the visual identity for the new project driven by the Philips Foundation and the Spanish Heart Foundation, placing Madrid as a reference in cardio-protection.
Social - Philips Foundation
The main objective of the initiative aims at raising awareness and educating the population to identify and act when faced with a heart attack. A campaign whose objective is to create a positive impact in the prevention of cardiac arrest and mortality due to this cause, and which positions the Community of Madrid as a reference in cardioprotection, to be then taken to other cities in Spain.
This inspiring and exciting project needed a lively, flexible and dynamic visual identity that would convey the relevance of what the initiative represents. To do so, we defined a vibrant and impressive branding, articulated through urban graphic codes. Thus, the logo takes on a life of its own and gives rise to two endearing characters that help communicate the project's key messages in a simple and close way.
From a chromatic point of view, the combination of red, blue and white gives rise to a modern, lively and joyful expression that generates a recognisable and timeless visual impact in all the ways in which the brand communicates.
The brand is built using a customised typography that refers to the heartbeat, supported by a simple and easily identifiable complementary typographic style. An identity that looks ahead with optimism and a clear intention: to keep Madrid's heart alive.