99BPM was originally an interview radio program aimed at discovering and supporting independent music talent in Colombia and Latin America. However, the pandemic forced the brand to pivot to a podcast format. Before the shift, the brand was in a comfort zone with no certainty about its listenership and had a very basic brand. However, being able to record shows independently during the pandemic allowed the team to feel ready to take the next step and launch on podcast platforms. We wanted to create and grow an audience, effectively communicating through social media the diverse content available while transmitting our brand's essence and purpose, for which a rebranding and social media strategy were needed.

To create a brand universe that would appeal to indie music fans, I developed a bold and contemporary visual identity while retaining the original brand's isotype and color palette. I designed a system for content categories based on straightforward geometric forms, creating a cohesive visual language that could be explored from different perspectives. With this system in place, I created a digital universe of complementary content products, including mixes, articles, and playlists, all targeted toward our intended audience.

To get our message across, I crafted a social media strategy that could be implemented by the rest of the team, intending to convert new listeners and followers. I also designed all the necessary applications and assets to make that possible. Our new brand strategy was launched on social media channels, generating an audience base and increasing engagement by 7% in the first year alone. This success also enabled us to elevate our podcast content and enhance our reputation in the industry.

In this project, I collaborated with the entire team, including the project director, community manager, producer, and content creators. As the leader of the revitalization and digitalization initiative, my role was to establish the brand strategy based on our essence and purpose. From there, I carried out the rebranding, designing the new visual identity and its applications while creating the social media strategy.

Once I had the strategy ready, I presented the initiative to the whole team and received feedback and collaboration to achieve the final result. With all brand assets and new content ready to go, I trained the entire team for successful implementation in social media. Working together, we were able to drive the project forward, and each team member contributed from their role to achieve the desired results.