This project was developed by Mathías Canclini, a student in theBachelor of Graphic Design program, for Montevideo Wanderers Fútbol Club, as part ofthe Integrative Project | Recreación19.
The initial discussions between Mathías Canclini and Montevideo Wanderers were “a back-and-forth conversation, touching on a little bit of everything, but mostly soccer.” That’s how they were able to jointly define the scope of the project and identify the design requirements.
One of the key areas to focus on was Wanderers as a brand, much like how the world’s top clubs present themselves today. “It’s a team known for its innovative approach,” Canclini said. “Something the club placed a lot of emphasis on was changing the collective mindset of people outside Wanderers: that it’s a club ‘for old people,’ as they say, so another priority was to modernize the image and show that there are lots of young people, of all ages.”
In addition, the goal was set to increase the membership base, so efforts were also made to develop recruitment campaigns.
Thinking About Communication
Canclini's proposal consisted of a visual identity that followed a general framework, showcased Wanderers as a brand, and enabled the club to compete in the world of soccer with a solid foundation and a well-thought-out communication strategy.
A design concept that consists of individual elements but, when viewed as a whole, reveals a common thread, allowing people to identify which club it represents.
The student’s proposal focused primarily on modernization. Montevideo Wanderers was founded in 1902: “Naturally, its design contains elements that are not timeless, much less contemporary,” Canclini noted. Specifically regarding the crest, it was considered very difficult to change, although the designer noted that major clubs around the world “have done so throughout their history.”
Basically, my proposal was based on a redesign with a consistent visual style that would appeal to everyone—both Wanderers fans and the general public. It was a design capable of conveying passion and speaking to the audience in a relatable way, while delivering high visual quality.
As for his work with the club, Canclini noted that it was “great—it went very smoothly.” He said it was “a pleasure” both because of his passion for soccer and because he was able to work with people who were fully committed and knowledgeable about the sport. “I learned a lot about the passionate communication that soccer requires, as well as how things actually work in the professional arena.”