Overview:
Brazil’s national football team was heading to Queensland for a landmark two-match series against the Socceroos, bringing one of world football’s most iconic teams to Brisbane and Townsville.
Working with VenuesLive and Tourism Queensland, Sport Design Australia was tasked with developing the tour’s logo lock-up and visual identity - creating a distinctive campaign look that brought together two national teams, two host cities and Queensland as the destination.
Challenge:
With VenuesLive, Tourism Queensland, Brazil, the Socceroos and two host cities all needing to be represented, there was a lot for the identity to balance.
Brazil and the Socceroos needed equal prominence, while Queensland had to feel like a genuine part of the story rather than simply the backdrop. The identity also needed to capture the scale and excitement of the tour without leaning too heavily towards any one team, location or brand.
Beyond the hero identity, we needed to create a system that could adapt across a large campaign rollout - from major ticketing and advertising creative through to social, web, partner channels and location-specific communications across Brisbane and Townsville.
Solution:
We looked for the visual territory Brazil and Queensland naturally shared - bold colour, energy, warmth and landscape - and used that as the foundation for the identity.
A suite of hero, stacked and horizontal tour lock-ups gave Brazil and the Socceroos equal prominence while providing flexibility across different formats and applications. Around this, we built a broader visual system using bold graphic forms, layered colour, imagery and expressive compositions to bring more energy and personality to the campaign.
Rather than relying on one fixed hero look, the system was designed to flex depending on the message, format and imagery available. This gave VenuesLive and its partners a consistent creative framework that could be used across everything from major campaign moments to everyday social and digital content, while still feeling part of the same identity.
Outcome:
The end result was an identity that felt big enough for the occasion, while still being practical for a campaign of this scale.
VenuesLive and its partners had a clear and recognisable creative system that could be adapted across different teams, cities, channels and campaign needs - bringing Brazil, the Socceroos and Queensland together under one consistent look throughout the tour.
