Project: This is Boca - Typography
Boca Juniors is a top team in Argentina. Despite winning many national and international titles, the players have stayed true to their origins and continue to identify with the culture of La Boca. Like the team, the fans associate themselves with everything La Boca: the streets, the style, and the attitude of the people. When asked to launch the new team kit, we capitalized on this insight. Our visual design incorporates typography that is 100% La Boca. We constructed a new font using graffiti tags from the neighborhood, only simplifying the lettering slightly to make it more legible.