Expressing the dual spirit of an Argentinian football icon — through a brand identity made for day and night.
San Lorenzo is one of Argentina’s most storied football clubs — a team woven into the culture, known for its unwavering passion, its mythical history, and its two enduring nicknames: Santo (Saint) and Cuervo (Crow). Elegant and devoted on one side, fierce and relentless on the other.
Working with Nike, we set out to translate that duality into a brand identity that could honor the full spirit of the club. Instead of defining a single expression, we embraced both — “Saint by day, Crow by night.” A system that shifts between light and dark, reverent and rebellious, capturing the essence that makes San Lorenzo a cultural force.
The identity makes space for both halves to coexist: elevated, iconic, and unmistakably them — a tribute to a team that could never be one thing alone.
San Lorenzo is one of Argentina’s most storied football clubs — a team woven into the culture, known for its unwavering passion, its mythical history, and its two enduring nicknames: Santo (Saint) and Cuervo (Crow). Elegant and devoted on one side, fierce and relentless on the other.
Working with Nike, we set out to translate that duality into a brand identity that could honor the full spirit of the club. Instead of defining a single expression, we embraced both — “Saint by day, Crow by night.” A system that shifts between light and dark, reverent and rebellious, capturing the essence that makes San Lorenzo a cultural force.
The identity makes space for both halves to coexist: elevated, iconic, and unmistakably them — a tribute to a team that could never be one thing alone.
My role: Visual Designer, Nike Studios, 2019.
Created alongside the talented Nike Studios team at R/GA.
Created alongside the talented Nike Studios team at R/GA.
