Music remained essential, but it no longer defined the boundaries of the platform. The new editorial direction expanded into entertainment, fashion, film, food, events and the habits that shape life in the capital.

This wider agenda needed structure rather than disconnected variety. We developed a clear content system and a conversational, locally aware tone that allowed 25TREND to cover different parts of the city while remaining recognisable as one media brand.

The name stayed because it already carried recognition and had enough meaning to support a broader direction. Everything around it was rebuilt: the logo, typography, colour logic and editorial formats.

Instead of assigning one colour or visual code to the entire platform, we created a system that could change with the subject. Its consistency comes from layout and typography, giving the editorial team room to respond to the city without redesigning the brand for every story.

The rebrand launched in 2024 and continued to evolve with the editorial team. Its structure later supported related initiatives, including 25BAZAR and the creative direction that became 25BUREAU.

Following the change, 25TREND doubled its audience and has continued to generate more than one million views each month. The broader positioning also led to more than 25 partnerships, including projects with brands such as Diesel, Karl Lagerfeld, DKNY and Pepsi.