Proposed Rebranding for CAP
Founded in 1900 the Club Athletico Paulistano - nick named "CAP" - has a rich history that has marked the city of São Paulo in Brazil. The Club hasn't change identities since the 30's started a new chapter in the last few years. It was necessary to build the foundation to engage a new generation without excluding the past history and the elder associates. From logo to uniforms to communications and events it was create a new brand experience.
The main target was to strength the connection between the Club and the associates. CAP is a reflection of the eclectic of the city inspired by across between its culture and sport.
To bring this new identity to life, our goal was to create a highly contemporary image for a historical club, by celebrating values and traditions. The entire rebranding process was conceived with the purpose of creating a versatile but unique identity; combining a strong modern personality, with a careful review of iconic and traditional elements.
To develop a coherent strategy we focused on the four values that define the CAP culture: Paulista, legendary, surprising, loyal.
