2018
Client: Sport Club Internacional
By Estúdio Nômade
Client: Sport Club Internacional
By Estúdio Nômade
A football club that saw its power as a brand through in-depth research, understanding the fans' real perception of the brand on the national scene.
The research carried out validated the essence of the "People's Club", affirming the expression as positioning and not just discourse. We proposed a branding strategy that expresses a strong, real and passionate identity.
The research carried out validated the essence of the "People's Club", affirming the expression as positioning and not just discourse. We proposed a branding strategy that expresses a strong, real and passionate identity.
• design research • branding • cocreation • business value
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My role: I supported the design research phase, especially secondary research and data analysis. I helped map the space experience and how graphic solutions should be designed for the physical environment. I engaged in the visual design phase to bring the branding to life.
Who is the client: Sport Club Internacional is a Brazilian football club based in the city of Porto Alegre. Founded in 1909, it is one of the most victorious clubs in Brazil and the Americas, being the third largest international champion in the country, with seven official achievements - FIFA Clube World Cup, in 2006, and the two Copa Libertadores da América titles, in 2006 and 2010.
S.C. Internacional Brandbook ↡
Problem Statement:
Sport Club Internacional is one of the most significant football clubs in the south of the country and has national and international relevance for its performance, history and sense of belonging. In 2018, the club sought out Nômade in order to carry out a process of understanding its perceived values and improving the Club's branding. ⚽️
Process:
Using branding and strategic design methodologies, we developed the project with different actors in the value chain: players, fans, managers, employees, and idols. The project was carried out in three stages:
1) Questionnaire via the club's app: the quantitative research sought to understand the values perceived by fans who attend the stadium.
2) Workshop (focus groups) with fans and in-depth interviews were conducted with formal and symbolic leaders: concepts and essential elements of the brand were exposed, fostering dialogue and exchange of views about the club. In addition, managers were able to visualize their audience's sincere reactions on the spot.
3) Documentary research and interactive survey at the institution's museum:
a diagnosis of the brand with a total immersion of the Nômade team in the club infrastructure. The club's museum is one of the main attractions of the Beira-Rio Complex, where fans recall the club's glories and historic moments. It's the ideal environment to get a feeling of passion, especially on game days. Through these movements, it was possible to obtain rich contributions about how the fan/club relationship has been built over the years.
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Analysis of +4,500 survey responses in two days
📍 Creation of a BrandKey and a Brand Platform through qualitative and quantitative data
Workshops with fans ￫ to craft of the brand pillars 📣
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Result:
As a result of the project, the club gained a new brand platform. The visual identity was updated along with the new positioning that sought to bring the club's grandeur. The identity is supported through the pillars that strengthen the brand. Among the deliveries made, the redesign of the access tunnel to the field and other stadium infrastructure dependencies stand out.Co-creation sessions with fans ↡
Co-creation session with the Club representatives ↡
Brandkey ↡
Graphic touchpoints for the tunnel ↡
Graphic design & experience for the tunnel ↡
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