Atención Social Primaria Comunidad de Madrid
A flexible institutional identity framework and communication architecture for Atención Social Primaria within the Community of Madrid.
Services
Brand identity
Client
Crowe Spain /
Comunidad de Madrid
Year
2025
The project was part of a wider public-sector transformation initiative focused on improving consistency, recognition and communication across social care services.
The challenge was to build a clear and recognisable communication system capable of representing proximity, trust and public service across multiple social care environments and municipalities.
The identity was designed as a flexible communication framework capable of adapting to multiple service areas, municipalities and communication formats while maintaining a unified institutional presence.
The project required translating institutional and social service values into a scalable communication system capable of operating consistently across public environments, municipalities and service applications.
A flexible and scalable communication system designed to unify the visual identity of Atención Social Primaria across physical, institutional and digital touchpoints.
The system was implemented across institutional signage, printed materials, social communication assets and service documentation, ensuring visual consistency throughout all public-facing touchpoints.
During 2024 and 2025, Crowe promoted an
ambitious reengineering project for the Primary Social Care services of the Intermunicipal Association La Encina (Community of Madrid), in which Chillmood participated by developing its new corporate identity. The result goes far beyond aesthetics: they successfully captured and conveyed the closeness, humanity, and effectiveness of these services, turning the identity into a faithful reflection of the daily work of hundreds of professionals and a true symbol of one of the fundamental pillars of social welfare.
Fernando Díaz
Partner in Strategy and Innovation at Crowe Spain
