Madrid under construction
Making change easier to navigate
Madrid went through one of its largest urban transformation plans, with infrastructure upgrades aimed at building a more sustainable city. While these improvements would benefit residents in the long term, they also disrupted everyday life. The City Council needed a campaign that kept citizens informed, helping them understand what was changing, why it mattered and how those changes affected their daily routines.
The campaign was designed to make ongoing urban works easy to recognise across the city. Inspired by the high-visibility colours of construction safety vests, the visuals borrowed a language already associated with change in the public space. Combined with a condensed typeface and a straightforward graphic system, it created a distinctive and consistent presence across every touchpoint.
Designed as a multi-platform information system, the campaign was adapted to posters, billboards, digital screens and a dedicated website, where citizens could access detailed information about ongoing works, affected streets, alternative mobility options and future improvements.
From streets under construction to a city easier to understand. A campaign that helped people stay informed while the city kept moving.
Credits:
Photography: Felix Ruiz
Typeface: Helvetica Neue Regular - Linotype
Recognitions:
2023
Gold Laus, Outdoor Advertising
Bronze Laus, Graphic Campaign
