Briefing
Develop a Branding Project for AFE with a study of Brand Positioning and Brand Identity Design.
About AFE
“Associação Ferroviária de Esportes” (AFE) is a sport association founded on April 12 of 1950, in Araraquara, city located in São Paulo, Brazil. Making history in Paulista Football with garnet and white colours, “Ferrinha” (popularly known in São Paulo) commands its games at the Dr. Adhemar Pereira de Barros Stadium, as known as Arena Fonte Luminosa, with capacity for 25,000 spectators. During the game, the crowd is animated by Ferrão Maquinista, a creative and charismatic mascot.
Titles
• “Paulista do Interior” Championship (1967, 1968 and 1969)
• Paulista Série A2 Championship (1955, 1966 and 2015)
• Paulista Cup (2006 and 2017)
Brand Values
Tradition: Ferroviária has an important history in Paulista’s Football.
Achievements: The great achievements made Ferroviária becoming one of the most successful teams in the interior of the state of São Paulo.
Model: Ferroviária recognises its role as a sport association and always wants to be a great example for all stakeholders, always doing its obligations.
Representation: Ferroviária always wants to represent the city of Araraquara and the strength of all cities in the countryside of São Paulo.
Differential
Passionate Fans: The fans are the greatest asset of any Football club. Ferroviária knows it and works to try to provide them with the best possible experience.
Continuous Improvements: Whether taking advantage of its structures resources or counting with the work of trained employees and professionals, Ferroviária always try to perform its tasks with excellence and to improve each day to become one of the greatest references in Paulista’s Football.
Marketing and Communication: Ferroviária has a professional Marketing and Communication department which is in tune with your fans. Marketing has activations and programs to sponsors and fans; and Communication is responsible to reporting these actions through their official channels with the support of great designers.
Relationship: Ferroviária knows the importance of its stakeholders. The good relationship with its stakeholders is the key to strengthening the Ferroviária's reputation.
Target Audience
The main audience is made up of people from the city of Araraquara and region, of all genders and all ages who like Football, sports in general, have any connection with the Associação Ferroviária de Esportes (AFE) or Paulista Football lovers. Parents or relatives want to maintain the tradition to support AFE encouraging young people to spend their time in Football to have an emotional experience and a connection with the city. Also, part of the fans comes from people who like events where they can share moments with family and friends. It’s a great opportunity to have a social interaction with large numbers of people.
Understanding the Brand
AFE Pillars
Analysing and understanding the values, differentials, and target audience, AFE’s brand has three pillars of support: Organisation, Seriousness and Consistency. The union of these three pillars is essential to structure a professional management model to get positive and constant results, building brand equity for the brand and increasing its credibility to stakeholders. Therefore, these there pillars give the guidelines for the positioning of the brand.
Redesign of AFE’s Brand
The crest was developed when the club was created, using the “Estrada de Ferro Araraquara” (EFA) Brand as a reference. The logo had adjustments but only the necessary in terms of production. The stars of the conquests of the “Paulista do Interior” Championships were added.
To redesign the AFE brand, it was necessary to analyse several versions of the brand used over time and at different times. It was found different ways to apply the brand in online, like website, social media, corporate presentations, and offline, like printed materials, wall paintings, uniforms, among others.
Process of Redesign
