I’m not really happy with the 2011 Campaign proposed by my favourite soccer team (AS Roma). This year the Team was bought by American investors, so there was much to say to propose a new vision of the Brand, I tought they came with something illustrating the history and the evolution of the new Rome, with key players etc.

But, unfortunetly, they came up with this…

After this they sold only 16.000 season tickets, the worst result ever.
Now…it’s probably not only due to the graphic design aspect, but I think it could be a factor. They used this picture of the stadium, that was nice, and they covered it with a big, big logo with “drop shadow” and “inner shadow” applied…

What I would have done is something much more minimal. There’s nothing to say when you talk about Rome. Fans treat the Team as a Faith, so I don’t think a payoff is something really useful. I would have done something like this:

1. Francesco Totti – Unica.

2. Daniele De Rossi – Grande.

3. Luis Enrique – Roma.

The concept.

I wanted to show the History of AS Rome. Starting from the Logo.
That logo was used in the ’60s, and I think it’s awesome. Moreover it perfectly suits my needs as it represents what AS Rome was in the past.

I wanted to have 3 different artworks that you can put together to get a single phrase:
Unica Grande Roma (Unique Great Rome).

The players and the coach perfectly represent the time passing in the current Rome.
Totti, the Captain, has now 35 y.o. and played in the team for about 18 years. He’s the Past and the Present.

De Rossi is called “Capitan Futuro” (“Captain Future”). He’s designed to be the future Captain of the Team and he’s one of the Top Players of the squad, so it represent the Present of the AS Rome.

Luis Enrique, the new coach, the new vision, the present and the future of the Team.

Obviously this is only what I would have done, and I don’t intend to say this is a better solution. This is just working better for me and for my taste.