GIAMPAOLO FLAMINI
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2026®
KEEP RACISM OUT
ART DIRECTION AND VISUAL DESIGN
Keep Racism Out is the anti-discrimination campaign promoted by Lega Serie A to raise awareness against racism in football. For the initiative, I designed the campaign logo, developed the official matchday
T-shirts, and led the overall art direction, creating a clear and impactful visual identity integrated into the League’s ecosystem.
A SHIRT AS A SYMBOL
The campaign was built around the design of a dedicated T-shirt that became the central symbol of the initiative. Its graphic pattern generated the entire visual system, shaping all subsequent assets across broadcast, digital, and stadium environments. I led the full art direction of the project and developed the campaign film, ensuring a cohesive and impactful identity.
EVOLVING THE SYMBOL
Over the years, the campaign identity evolved while preserving its core message. In the most recent season, the visual symbol was reinterpreted into a more gestural sign, introducing a sense of movement and emotional intensity. This evolution reconnects the campaign to the raw energy of the game, transforming the mark into a dynamic expression of unity, strength, and collective action against discrimination.
FROM STADIUM TO SCREEN
The official campaign kit has been featured for multiple consecutive seasons in EA Sports FC, extending the initiative beyond stadiums into the global gaming community. I oversee the full development process of the kit and related stadium apparel, from concept and graphic design to final production, ensuring visual consistency and alignment with the campaign’s evolving identity across both physical and digital environments.
