Brand in Motion

The brief

As lead brand designer for a multinational fintech group, I'm responsible for the brand identity across every touchpoint the company operates in, including its sports sponsorship partnerships. When the company partnered with a MotoGP racing team and a La Liga football club, the brand had to hold up on two of the most demanding stages in international sport: an official race motorcycle and rider's suit, and match-day football jerseys. Every placement needed to read clearly at speed, on camera, and under stadium lighting, with no room for a logo that felt out of place.

The process

Sponsorship branding isn't like designing for a static page. It has to survive motion, distance, and scale. On the MotoGP side, the placement itself evolved over time: the logo started on the rear wing of the bike and later moved to the front, a more prominent, higher-visibility position that meant reworking scale and proportion so the mark stayed sharp and legible at racing speed.

For Real Betis, the identity needed a different kind of adaptation, placed on the shorts rather than the jersey, working around fabric movement, sponsor hierarchy, and how the mark would actually read on camera during a match. Each placement meant taking the same core identity and rebuilding it for a completely different surface, distance, and viewing condition, while staying true to the brand's guidelines.

The outcome

The brand now runs across an official MotoGP motorcycle and rider suit, and Real Betis match shorts, placements that carry the identity in front of a global sports audience, well beyond the company's usual fintech touchpoints. It's a project I'm genuinely proud of, not for its complexity, but for what it taught me: a brand identity isn't fixed once and left alone. It has to keep adapting, placement by placement, without ever losing what makes it recognizable.