Rádio Madalena is a place for a community to share ideas and raise awareness on issues regarding the Vila Madalena neighborhood in Sao Paulo, Brazil.
This initiative started to come to life when people that live and work in the neighborhood began to volunteer to help preserve the area. As this idea began to grow, broader issues came up, such as civil rights, ethics, economy, social justice, among others. So we teamed up with our neighbors to make this brand truly express the welcoming of these new supporters, partners and the broadening of its audience to new people.
Challenge
As the Radio’s proposal evolved, broader agendas, such as citizenship, ethics, economics, social justice, and others, were added. For this reason, Megalo was invited to collaborate and make the expression of the brand more attractive to new supporters, partnerships, and the expansion of its audience to new targets.
Solution
Após uma análise dos temas discutidos na programação da Rádio e da compreensão da sua estratégia de atuação e expansão, chegamos a uma expressão que traz como referência os lambe-lambes e stencils, tão característicos da região. Foi então que compomos uma variedade de colagens que possibilitam explorar a diversidade que habita as ruas do bairro e as conversas dos programas.
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.
Opening Sequence
Everyday sounds, which usually go unnoticed, are used here to bring the urban context and compose different layers of sound. Emphasizing the interaction of several textures in the new visual identity, we brought references that mix languages and artistic interferences.
After taking a closer look at the issues discussed on its shows and understanding their strategy and plans to grow, we came up with an expression that references lambe-lambe street posters and stencils, which are very typical in the area. We then composed an array of collages that allowed us to explore the diversity that we see on the streets of the neighborhood and the conversations we listen to on the radio.
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.
