Maracanã
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How to transform passion, dream, belonging and culture into a strong brand? The branding and design project for Maracanã goes way beyond the physical spaces of Brazil's most iconic soccer stadium. Tangible (consecutive classic) and intangible (formed by multicolored waves), form and content, all that is needed: the potential to be moved elsewhere, good sense of frequency, the unique rituals of the fans and the interface with the temple, as was considered the Maracanã. The barriers were removed carefully, but also with consistency and respect. As the indicators were related to past experience and its past perception, it was necessary to re-establish and consolidate communication in a clear and consistent way and recreate the chapter that has always been part of the history of the place. Chaos was affected by space, the thrill of being part of the show and the very soul of Maracanã.
Our fields of service include:
Branding & Identity / Typography / Web design
Branding & Identity / Typography / Web design
Design: Saravah Comunicação e Design
Title: Maracanã
Year: 2015 / 2016
The desire to continue to make history and to be moved together was collective. A unique project for a singular stadium: a symbol, heritage, monument, home. A new visual that is festive, positively explosive, and naturally vibrant. A brand and a place that recognize the fan as the protagonist of its party, and its main ambassador.
Credits:
Design direction: Betina Cupello;
Design: Analia Garcia, Bruno Pereira, Lucas Gómez, Juliana Yue.
Strategy direction: Raquel Goulart;
Coordination of strategy: Rafael Bittencourt;
Attention: Kássio Araújo e Pedro Padilha,.
Branding: Saravah Comunicação e Design
