AGENCY
TOMORROW VISION
ROLE
ART DIRECTOR
CLIENT
NFL
THE ASK
Following the NFL’s historic first game in South America, the league returned to São Paulo in 2025 with a mandate to evolve—not reinvent—the visual identity. The challenge was to build on the established São Paulo brand system, adapting it for a new team matchup while maintaining cultural authenticity, consistency, and global broadcast impact.
SOLUTION
We evolved the NFL São Paulo brand toolkit by extending the 2024 foundation for the Kansas City Chiefs vs. Los Angeles Chargers matchup. Team color systems were recalibrated to reflect the new teams while preserving the core São Paulo identity.
The mosaic-based logos—rooted in São Paulo’s architectural patterns and cultural textures—were refined for 2025, balancing continuity across seasons with clear team expression.
The toolkit served as a scalable system across touchpoints, guiding stadium décor, digital signage, social, broadcast, experiential activations, wayfinding, OOH, and more, ensuring a cohesive and recognizable NFL São Paulo presence year over year.
SÃO PAULO 2025
AGENCY
TOMORROW VISION
ROLE
ART DIRECTOR
SR DESIGNER
THE ASK
The NFL is aggressively building its international footprint, adding São Paulo, Brazil as its first game in South America—a key move in its global expansion plan. Commissioner Roger Goodell framed the initiative as more than just business—it’s about leveraging sports as soft power to make American culture more accessible and relatable globally. The NFL officially approved the 2024 São Paulo game at Arena Corinthians during its owners’ meeting in late 2023. Brazil ranks 2nd globally by NFL fan count—fastest growth outside the U.S.
CLIENT
NFL
SOLUTION
To create a brand toolkit that represents the people of São Paulo but also represents the NFL correctly. It is a fusion of culture and sports through branding. The branding is used for broadcast, social, experiential, way finding, OOH, interior and exterior stadium graphics, hospitality, and more.
The game between the Philadelphia Eagles and Green Bay Packers was played at Neo Química Arena (Arena Corinthians) and drew 47,236 attendees, nearly filling the 50,000-seat venue.
SÃO PAULO 2024
