CONTEXT & CHALLENGE
In 2024, Bahia was entering a new phase after City Football Group's arrival. The brief was lean: modernize the brands, bring unity to the club's universe and create the year's campaign from the most famous line of the anthem: "Ninguém nos vence em vibração" (no one beats us in vibration).
INSIGHT
Vibration isn't a slogan, it's a frequency that already exists in Bahia: in the anthem, in the berimbau, in the Bonfim ribbons, in reggae, in street pickup games, in the stands. The job wasn't to invent a speech, it was to give visual form to what the fans already live.
CONCEPT
Paixão que Vibra (Passion that Vibrates): the year's campaign, unfolded into three seals for the club's three pillars: Culture (the berimbau), Fans (the loudspeaker in the stands) and Club (the flag of Bahia and the ball in the net).
The 2024 signings arrived inside the campaign. Everton Ribeiro's unveiling, with fans taking over the streets and the #PaixãoQueVibra sign-off, passed 1.8 million views on X alone.
IDENTITY
A complete institutional system in the 2024 Brand Guide: the crest and its versions, the tricolor palette plus colors inspired by Afro-Brazilian roots and Bahian culture, tropical textures and the Obviously typeface in six widths.
16 SUB-BRANDS
From the membership program to women's football, from the youth academy to the podcast, sixteen brands that used to live in isolation were redesigned to speak the same language, each with its own symbol, all recognizable as Bahia.
From the manual to the street: the system took over the team bus with Paixão que Vibra!, the A Bahia é Bahêa truck and the Bora Bahêa, Meu Bairro community vests.
JERSEYS
We designed the final batch of alternative jerseys produced under the club’s in-house brand, Esquadrão, prior to the arrival of Puma. The club’s official third kit was inspired by the "Man of Steel"—Superman, the club’s mascot—incorporating elements from his classic costume, such as a deep blue color and red side stripes, while adding dynamic, vibrant graphic patterns. We also developed a collection of goalkeeper jerseys in three distinct colorways, following the "Passion that Vibrates" (Paixão que Vibra) concept, as well as a special jersey exclusively for members of the Sócio Esquadrão program.
