Fundación Real Madrid
- Brand design
- Customer experience
The Real Madrid Foundation set out to strengthen its role as a global leader in values-based sports education, driving a comprehensive transformation of its digital platform and educational offering. Technology and purpose came together to create a new learning ecosystem, designed to inspire, guide, and promote athletic training as a catalyst for universal values.
Digital ecosystem, towards a phygital experience
A study was conducted, revealing a significant opportunity in the field of education. Based on these findings, and with the goal of reinforcing the value of certified training, a new content architecture was defined. It was organized into levels to guide users more clearly, consistently, and in alignment with their skills and learning objectives.
Concept
The visual system was inspired by the metaphor of learning as a living structure, made up of three layers that represent its process: the structure that upholds values, the legacy that passes them on, and the impact that turns them into action.
A grid inspired by school notebooks was used to build an adaptable and dynamic system that reflects how the Foundation organizes its educational work: clear, progressive, and constantly evolving.
Color Palette
The color palette elevates the brand’s colors into a digital environment, preserving the values of both Real Madrid and the Foundation while combining accessibility with visual sophistication. Each color serves a specific purpose: category, level, or content type, creating a clear and structured experience. The result maintains the club’s premium essence, adapted to an inclusive, educational, and social context.
Grid, Layout and Illustration
The previously mentioned grid serves as the foundation of the visual system: a structural language that balances coherence and movement. From it, icons, compositions, and layouts are built, unifying the system without limiting its expression. Its flexibility allows for the integration of photography, text, and illustration under a single identity, reflecting the Foundation’s core values: discipline, self-improvement and continuous learning.
System Versatility
The system is structured through modular cards. This framework distinguishes the three levels of experience (freemium, premium, and sponsored) through color, tone, and visual depth, maintaining a clear and natural hierarchy. Its design ensures scalability, consistency, and agility, expressing a central idea: a system solid in form and free in its growth, evolving at the same pace as the Foundation itself.
