San Lorenzo’s Brand Identity



The Challenge

Nike asked us to create a visual platform for launching the new San Lorenzo team kit. As one of the most important football teams in Argentina, San Lorenzo has multiple identities related to the many neighborhoods that identify themselves with the club. We needed to create a visual image that reflects San Lorenzo’s original personality and, at the same time, expresses its urban codes.


The Story

To authentically communicate San Lorenzo’s identity we created “‘Saints by day, crows at night”, an integrated concept that reunites the history of the club, founded by a priest, and what its fans are called (crows). We’ve played with a dual narrative, in which day and night are represented through different elements and contexts reflecting San Lorenzo’s diverse personality. We were inspired by graffiti and other urban elements to express the urban essence of the club. The different tones from the team’s shirts were the foundation of the aesthetic composition of this concept.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1564773138/production/file-5d448b12cc280138d0426097,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1564773160/production/file-5d448b28cc280138d042612a

R/GA Offices

Buenos Aires