STRATEGY
The entire process was conducted in co-creation committees with the client, with the CBF executive team and the agency's executive and creative teams aligned in building this story.
We conducted an in-depth diagnosis and research with fans before defining the strategic guidelines for this brand to effectively become a promoter of Brazilian football, with a positive impact on society.
We realized the need to move beyond "passion" for football and towards "love," the kind that cares, wants to see things go well, and is willing to build a solid relationship, showing that the CBF (Brazilian Football Confederation) sees football as much more than just a 90-minute match.
CREATION
We created a versatile brand with diverse application possibilities, capable of generating new opportunities and closer relationships. Along with the brand, we created a proprietary visual and verbal universe, thus bringing the CBF's purpose to the world – an evolution of Brazilian identity that speaks to values such as talent, joy, unity, courage, faith, and audacity. But it also speaks to discipline and competence.
Our visual assets showcase memorable moments and expressions from our history, as well as real-life people practicing the sport that's for everyone.
We show respect for the brand and its history, bringing in the new without abandoning the past. We maintained the shape of the shield, as well as the cross in the center. The stripes gained movement and expand to create new connections, expressing flair and overcoming challenges, both on and off the field. The graphic designs are inspired by the work of the Brazilian artist Athos Bulcão, created from fragments of the shape of our shield.
Our colors gain more strength and intensity, bringing more modernity to the brand in digital media. The typography is composed of two fonts developed by Brazilians, which reinforces our best Brazilian identity.
Our tagline is a phrase that summarizes what our football is all about: play ball. We are inviting and inclusive; that's what we use to identify those who have talent on the field, the star player.
IMPLEMENTATION
The brand positions itself as a protagonist in an engaged ecosystem, sees Brazil as synonymous with talent and competence in football, and understands that being innovative also involves recovering assets from the past in an emotional and engaging way.
A proactive approach fosters digital engagement, understanding the importance of creating a content hub, viewing the press and opinion leaders as partners, and building strategic communication with audience segmentation.
The CBF (Brazilian Football Confederation) now has a brand ready to present itself more consolidated internationally. This change runs parallel to the new business moment, with a management that looks to the future and focuses on compliance. It adopts the posture of directing and proposing conversations with positive agendas, connecting with the public and, ultimately, entering the world differently, showing our best Brazilian identity.
