GIAMPAOLO FLAMINI
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LEGA SERIE A
The Lega Serie A entrusted us with a comprehensive brand refresh aimed at renewing its visual identity without altering the institutional logo.
The challenge was to give the League a more dynamic and contemporary presence while preserving
its authority and recognizability worldwide.
ART DIRECTION AND BRAND DESIGN
The television package was one of the core areas of intervention. Scoreboards, lower thirds, and motion graphics were redesigned with a sharper, modern style. The result was a more engaging experience for viewers, both in Italy and abroad, where Serie A broadcasts reach millions every week.
We started by rethinking the graphic system. New textures and visual devices, inspired by the “A”, were designed to bring energy and coherence across all touchpoints. These patterns became the backbone of the refreshed identity and were consistently applied not only to Serie A but also to all related competitions — Coppa Italia, Supercup, eSerie A, and the Primavera championship — creating a unified and instantly recognizable family of brands.