Branding for sport and entertainment.
In sport and entertainment, the people who follow the brand are fans, and the relationship doesn't depend on the result of the last match.
Brands with fans.
What a brand with fans asks of branding
- 01The brand has history, and the fans need to recognise themselves in what comes next.
- 02The sector communicates with the same crests, and the brand needs a language of its own.
- 03The audience is young and lives in digital environments, from social media to the broadcast.
- 04The brand needs to work from the kit to the content, from physical to digital.
Language for digital environments and physical materials
For LOUD, BR/BAUEN developed the branding and a visual language that is coherent across every touchpoint, from digital environments to physical materials.
At Goiás Esporte Clube, an extensive project, a pioneering one for the state of Goiás, raised the perception of the club to honour its history and point to the future.
How a project runs
- 01 First conversation
- With a meeting to understand the client's universe. That is where expectations and questions enter the process and the first solutions start to be imagined. The programme, of 3, 6 or 9 months, comes out of it.
- 02 Strategy
- Understanding your market, diagnosing the brand's real position and making the decisions everything else will be built on. Interviews, research and diagnosis, up to the brand platform.
- 03 Language
- What the brand is called, how it sounds, how it looks and how it moves. Verbal and visual are born together: naming, tone of voice and a complete visual system.
- 04 Experience
- The systems, the guidelines and the training so the brand is applied consistently by the people who live it every day in the company.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
How do you evolve a traditional institution's identity without erasing its history?
By separating what transcends decades from what has simply aged. Institutions that value their history carry in their DNA what does not change; that is what needs to be preserved and valued while the expression evolves. That was the work with FAAP: historical identity research before any redesign.
What are stakeholders in branding, and why listen to them?
They're the people affected by the brand decision: customers, team, retailers, partners, investors and shareholders. Each group sees the brand from a different place, and the project has to work for all of them at once. Hearing them at the start avoids the surprise at launch: what leadership decided has already been tested with the people who will live with the decision.
How much does a branding project for sport and entertainment cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How long does a branding project take?
BR/BAUEN programmes run for 3, 6 or 9 months. What changes between them is the depth of the research and the reach of the delivery, from the brand platform to full implementation, with brandbook, design system and team training.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.