For the final thesis of my Master’s degree, I worked on the topic of sports entertainment, exploring how this sector can evolve in the future. Through my research, I identified a close relationship between sports competitions and their visual identity, which became an integral part of the federations' offer and has an important influence on the quality and immersive of the final experience. Just think of Olympic Games, the awesomeness of the event lies precisely in the different settings of each edition which is carefully represented in the visual identity. Based on these observations, I developed a conceptual framework in order to put together all the components of a sports design project.
I put this methodology into practice with the re-design of FIGC Calcio Femminile (the Italian women's football federation), which I have been renamed to LCF (Lega Calcio Femminile). In Italy, many people consider football a male sport and female footballers, since they were children, have to face a lot of gender stereotypes every day; since that, they have developed a strong character that leads them today to be determined to fight to obtain equal dignity. Thus, the story-world is condensed into a purpose: #PassioneLibera (free passion). Through this, the brand wants to become an ambassador of self-expression against any kind of stereotype. These values are represented by the visual identity, composed of striped flags with bright and psychedelic colors that give the brand a cheerful, dynamic, and rebellious image.
#PassioneLibera, the purpose of the brand, is also expressed in the User Experience through the concept of the platform LiveArena. The platform is inspired by three fundamental objectives: allow users to watch the games for free, let them interact with the storytelling of the game, and create an active community. In fact, unlike current streaming platforms like DAZN or ElevenSports, LiveArena does not treat users as TV spectators of the game, rather it puts the user at the center of the experience by letting him navigate between the information of matches, interact with the other users and even become the commentator of the game.
Thesis project followed by Francesco Ermanno Guida
2020 – Politecnico di Milano