Matchday
Ready for Matchday: Building a brand from the locker room up.
Back →Categories: Brand strategy, Brand identity, Web design
Year: 2024
To become the MVP in sports tourism, Matchday needed a visual voice as loud as the stadium crowds it serves. We engineered a comprehensive brand identity that doesn't just sell a destination, but captures the collective passion of the game, offering a team to belong to—designed by fanatics, for fanatics.
The process began by stripping the project down to its core purpose: allow sport fans to truly feel part of their team. We moved beyond the logistics of travel to design a brand identity deeply rooted in the fusion of sports culture and collective spirit. We established a brand behavior that needed to be as agile as an athlete and as passionate as a die-hard supporter.
We came up with a name itself—Matchday— that captures the ritualistic anticipation that unites fans across the globe. It isn’t just a date on a calendar; it is a shared language of excitement. To translate this visceral feeling into a visual system, we needed to bridge the gap between the raw emotion of the game and the reliability of a very niche service.
From the Pitch to the Tarmac.
To bridge the two pillars of the brand—tourism and sport—typography serves as the functional anchor. We selected a type system inspired by the mechanical nostalgia of analog stadium scoreboards and the distinct flipping motion of airport arrival boards. This typographic choice subtly communicates the core offering—the excitement of the score and the anticipation of the journey—without needing to say a word.
We rejected the safety of corporate blues and bland neutrals. Instead, the color palette is a direct extraction from the pitch to the tarmac—the fanatic’s true environment. It is grounded in the visceral textures of the arena: the electric green of a fresh football pitch, the burnt orange of tennis clay, and the searing black asphalt of an F1 track. These intense ground tones are balanced by a vibrant "perfect day" blue, evoking the open sky above a stadium. It is a color scheme that feels instantly familiar because it is where the fan lives.
To elevate the brand behavior, we moved away from generic, high-gloss action photography and chose to view athletes as masters of their craft. Using an Intaglio-inspired illustration theme, we rendered portraits of sporting icons with the detail and gravity usually reserved for currency or fine art. This sophisticated approach is contrasted by a dynamic graphic system of waving stripes and checkered patterns. Deconstructed from the common sport flags that fans hold in the stands, these elements add motion and tribalism to the layout, ensuring the static brand assets still feel like they are chanting.
Matchday is the Team all fans wanna be part of.
A brand built for fanatics cannot speak like a casual observer, so we engineered a verbal identity that trades standard travel agency politeness for the insider language of the locker room. The copywriting creates a playful collision between traditional travel slang and unexpected sports references. By utilizing niche terminology and "if you know, you know" sports slang, we ensure Matchday appeals directly to the hardcore fan, proving that this isn’t just a tour—it’s a home fixture away from home.
In the end, this brand identity does more than facilitate travel; it fosters membership. By engineering a behavior that mirrors the loyalty and unshakeable spirit of a sports club, Matchday positions itself not as a logistics provider, but as the ultimate team every fan is dying to join. This shift transforms the consumer relationship from transactional to tribal, proving that whether for a personal pilgrimage or a corporate experience, the true value of the journey isn't just seeing the game—it’s belonging to the squad.
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Simetrica Studio
Osvany Tolosa
Karla Ibarra
Dania Gámez
Matchday
Jorge Argüelles
