Designing football glory.

Creative Partners Superestudio got to be part of football history when Club Atlético Newell's Old Boys faced Inter Miami FC at DRV PNK Stadium.

This friendly pre-season match saw Lionel Messi, representing Inter Miami, go up against the football club of his youth, Newell’s Old Boys. But he wasn’t the only one providing nostalgic sporting entertainment on the night, as Inter Miami’s current manager, Gerardo Martino, is considered by most Newell’s fans to be their club’s greatest player of all time.

Martino, an Argentine professional football coach and former player, represented NOB in a total of 505 official competition matches during his career, which still stands as a club record for appearances. Now as manager of Inter Miami FC, Gerardo “Tata” Martino led another Argentinian legend in Messi against the club whose history he is so lovingly linked to.

At the iconic event in Miami, NOB were sporting a brand-new identity across their kit, club and media channels designed by Superestudio. The new brand designs tapped into all the legacy of the club to create a visual identity to match NOB’s standing in Argentine football history.

Taking visual cues from the stands within the El Coloso del Parque stadium, Superestudio designed a striking, modern look for this legendary sports brand that fans can instantly recognize and resonate with. Supported by the tag line El Glorioso, the branding brings new style and impact to this historic football club.

The new logo, icons, badges, fonts and colours all come together on screen, in stadium, print and merchandise under the banner of The Glorious Newell’s Old Boys football club.

The Miami match ended in 1-1 draw. Perhaps a fitting final score for a game steeped in so much personal connection and legend. For club and country.

Check out the full case study here.