Conmebol - Copa Sudamericana Identity Refresh 2017
BACKGROUND
In October 2017 Perform and IMG created FC Diez - a joint venture to own and run all CONMEBOL football for the next 5 years from 2019 - worth £1.5bn. As a business, we will be selling broadcast and sponsorship rights to whoever we see fit - making it profitable to us and improving the competitions appearance to the audience. The current propositions are neither attracting a decent audience or are very commercially viable. Perform’s ‘expertise’ has been bought to drive the brands forward in both identity and product.
I was one of three designers selected by the company to run the Conmebol brand development project. We each took ownership of one major tournament, mine being Copa Sudamericana.
THE CHALLENGE
Move Sudamericana identity forward to appeal to a younger/more millennial target audience. Retaining some of the current values and realigning visuals to match the message.
Old values that still stand:
Fresh football - by grassroots newcomers.
The birth of new heroes. The rise of old tribes.
The beginning of the endeavour for the honour. Blind loyalty.
Blind ambition. Blind faith.
For the die-hard “ultra”.
The birth of new heroes. The rise of old tribes.
The beginning of the endeavour for the honour. Blind loyalty.
Blind ambition. Blind faith.
For the die-hard “ultra”.
What we delivered
LOOK & FEEL
- The main aim of this design was to “drive excitement” this has been achieved using a geometric, rough, edgy design style.
- Doesn’t look polished - aims to appeal to a younger audience with the grit and passion
- The positioning of the document stems from the passion pulled from the brand wording
(inclusive competition, unified by bonded communities, redemption and honour, pride and passion, thrilling)
- Overall comes across strong - bold - and loyal.
- The geometric pattern still has links with the old artwork but revamped into a style that resonates with the new target audiences, pulling in all elements of the new brand strategy.
- Street art style - something the fans could have done in a graffiti style
- Vibrant high contrast design with powerful imagery reinforced the feeling of empowerment and confidence
- Doesn’t look polished - aims to appeal to a younger audience with the grit and passion
- The positioning of the document stems from the passion pulled from the brand wording
(inclusive competition, unified by bonded communities, redemption and honour, pride and passion, thrilling)
- Overall comes across strong - bold - and loyal.
- The geometric pattern still has links with the old artwork but revamped into a style that resonates with the new target audiences, pulling in all elements of the new brand strategy.
- Street art style - something the fans could have done in a graffiti style
- Vibrant high contrast design with powerful imagery reinforced the feeling of empowerment and confidence
FONT & COLOUR
- Strong bold colours to put power and energy through the tournament
- Colour palette - links to the fireworks set off at games vibrant blues and pinks
- Colours open up the audience for both men and women
- Introduced a brush font to be used across the creative output to enhance the personality in this tournament
- Colour palette - links to the fireworks set off at games vibrant blues and pinks
- Colours open up the audience for both men and women
- Introduced a brush font to be used across the creative output to enhance the personality in this tournament
SAMPLE GRAPHICS
- “Our Tribe” - Pulling from the main phrases from the brand vision (Inclusivity, Community, Diversity, Unity, Pride) creates a concept you can imagine fans & players adopting bringing everyone together with pride and passion. A concept that could be developed for PR and promotional campaigns.
- Sample graphics of scoreboards & game passes show off the potential of the geometric design - clean simple with still making an impact with the high contrast colours and brush font. Aiming to please a more millennial audience
- The match ball and ref kit are dramatic representations of how the design could be pushed across other material
- Sample graphics of scoreboards & game passes show off the potential of the geometric design - clean simple with still making an impact with the high contrast colours and brush font. Aiming to please a more millennial audience
- The match ball and ref kit are dramatic representations of how the design could be pushed across other material
