From Passion to Identity
We transformed a promotional campaign into a memorable brand experience.
This challenge started by embracing the same spirit we wanted to communicate: the passion for football, the excitement of the game, and the unique bond created among friends watching a Champions League match at their favorite bar. We explored football codes, expressions, and rituals to build a new way of connecting with fans. That insight became "Brotherfut", a brand identity celebrating the brotherhood behind the game, blending humor, camaraderie, and football culture. We created a complete visual system and engagement dynamics to bring Heineken closer to consumers in key bars during the Champions League peak season, turning every match into a shared and unforgettable experience.
How long does a good design last?
We developed this project in the early 2000s.This project for the Universidad Francisco Gavidia proves that a true identity never expires. Although the original imagotype sowed the institution's essence, the evolution toward the current typographic identifier (UFG) reflects continuous innovation.
We designed a core so solid that it allowed for a clean, modern, and international-scale transition. For us, a timeless brand does not ignore its past; it balances it with the future to emotionally connect with new generations.