SOMA worked with Mad Radio almost from the beginning and throughout the following ten years. What started in Medellín expanded to Barcelona, Bogotá, Miami and Brooklyn, and with each new city, the creative direction had to evolve across new contexts, formats and needs.

As the brand grew, so did SOMA’s role: we developed campaigns and content for its different locations, designed and built its website, and later created iOS and Android apps that brought together cities, radio stations, content and the online store in one experience.

That expansion also extended into sound. SOMA built the infrastructure behind Mad Radio’s online stations and managed their programming, music curation, administration and technical support, making music a permanent part of the brand experience.

Over the course of a decade, Mad Radio moved across cities, platforms and formats while SOMA continued to develop a consistent creative direction across all of them.