Client: EMT (Madrid's municipal bus company)

I originated Respiramos un aire nuevo (Breathing new air) as a creative platform born from EMT’s annual report—reimagining a traditionally functional corporate document as a catalyst for a major brand transformation.

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Breaking with EMT’s long-established red corporate colour, I deliberately led the design using a refined Pantone blue from the secondary brand palette, paired with striking photography of Madrid captured from inside the bus. The visual language positioned EMT not just as a transport operator, but as an integral part of the city’s daily life and future—cleaner, calmer, and more human.

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The annual report’s success went far beyond internal communication. It coincided with EMT’s strategic shift towards sustainability, including the opening of new headquarters and the introduction of a hydrogen-powered fleet. The narrative and visual direction of the reports helped articulate this change, seeding a broader transformation of the brand.

 

This creative repositioning contributed to a major strategic decision: the transition of Madrid’s buses from red to blue and the introduction of a new visual identity and logo. What began as an editorial design project evolved into a defining moment for EMT—using design, photography, and storytelling to signal a new era for public transport in Madrid.

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