Role: Creative art director
Recognition:
Gold - Cannes Young Lions design. 2025
Real Madrid Foundation. 2025
Real Madrid Foundation needed a new name and identity for their sports programme for seniors. However, its real value isn’t about physical wellbeing. It’s about the emotional one, because it helps older people overcome loneliness and become part of a community.
That's why, instead of creating an identity for the programme itself, we created the identity of the team that had emerged thanks to it: El Sub-100. (Under-100s)
Made up of grandparents from all over Spain who are not necessarily Real Madrid fans. They don't come for the football — they come for the companionship.
lette
The colour palette
Because this generation was deeply shaped by Spain's rural-to-urban migration, many of the team's members support clubs other than Real Madrid. To make everyone feel equally represented, we incorporated the colours of football clubs from across Spain into the team's identity. Because, according to colour theory, Real Madrid's white is made up of every colour.
The team’s uniform
Out of home
Credits
María Sancho & Elena Casas.
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María Sancho & Elena Casas.
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