We designed the jersey for the 2021-2022 season, marking the Club’s 120th Anniversary, born in 1901.
Celebrating History
This project began with an extensive search for information about the Club’s history. We delved into dozens of books, magazines, and newspapers from Lucerne’s private archive, which had been guarded and preserved by the Club. We sought information that could be interesting to reflect the values and sentiments.
It was a pleasant surprise when we read that it all started with 3 friends who had previously emigrated and had discovered a new game. They had a dream, “to create a football club in their hometown.” And so it was. The work wouldn’t be easy, but there was a lot of passion and dedication to make it work.
On July 12th, the first training session took place, with 5 more players eager to practice and develop the initial dream. It was at the Hotel Bad in the city center where it was finally founded and formalized. And in that same hotel, in December, the next 3 players joined. They were already 11 players! 6 months of struggle that bore fruit.
We considered that this story reflected the team’s values of struggle and perseverance; it had to be somehow incorporated into the jersey to acknowledge and thank the founders for their work. When we presented the discovery to the executives, they were delighted to make it known, something they themselves were unaware of.
We explored different options to represent those 11 founders, but lines of varying lengths emerged as the winner. Where the first 3 dreamers would lay the foundations and therefore have longer lines, to give them more value as the promoters of such a feat. Then came the group of 5, and finally the group of 3.
To finish, we leave you with the video we made by hand, using a graphics tablet, to animate the story and give meaning to those lines.
Another Project…
Detail with History
Representation of company values through the label of a wine bottle. Tells the story of a rescued sewing machine and its connection with the industry.