BRANDING · PERSONAL BRAND
A strong track record. A brand to go beyond soccer.
A personal brand built around Abel Ferreira's journey, values and purpose, designed to connect books, products, social projects and institutional initiatives.
THE CHALLENGE
Behind the coach recognized across South American soccer was a leader with vision, values and purpose. His expansion into literature, social projects and institutional initiatives needed an identity capable of connecting these activities.
The task was to build a proprietary brand that expressed Abel Ferreira's essence and united his new initiatives. An identity with meaning for the person it represents and recognition among those who engage with it.
THE THUNDER APPROACH
Thunder led the strategic branding process, from immersion to visual expression. Interviews with family, friends and high-performance colleagues revealed Abel's different dimensions: strategist, leader, mentor and human being.
The ring, tied to commitment and the beginning of his winning journey in Brazil, became the visual foundation of the identity. Symbols, colors and lines were developed to connect purpose, resilience and journey in a brand with authority and meaning.
OUR WORK AND DELIVERABLES
From strategy to implementation.
We interviewed family, friends and colleagues to identify values, perceptions and elements of his journey. An adapted Design Thinking approach structured this listening process and helped turn what we learned into direction for the brand.
We developed the narrative and a complete set of visual elements inspired by Abel's story. The ring guided a timeless identity, designed to preserve consistency and recognition across platforms and applications.
Workshops with the client and others involved in the project helped them embrace the identity. Applications extended to official products, institutional events and the special Palmeiras x Abel shirt, expanding the brand's licensing possibilities.
RESULTS AND PROGRESS
The identity took on a central role in Abel's proprietary assets, with consistent applications in bestselling books, clothing lines and global events.
The brand established a coherent institutional image, reinforcing authority and purpose in public appearances and institutional initiatives.
The identity strengthened ties with audiences on social media and at in-person events, connecting its visual expression to a recognizable story.
The brand supported Abel's presence beyond soccer, as a thought leader and mentor in the corporate world.
The identity created room to connect his image with charitable initiatives and exclusive experiences, expanding the possibilities for turning influence into action off the field.
Project scope and results presented in the Thunder Mustard archive .
WHAT THIS EXPERIENCE TAUGHT US
The project shows how listening, meaning and consistency support a personal brand. The identity became an extension of Abel's journey, connecting strategy and essence in an expression ready to support new projects and the building of his legacy.
The interviews revealed what needed to be preserved and what could find new expression. This listening process connects the project to our principle of starting with context.
Explore our approachThe ring gave meaning to the visual choices. The creative idea grew from a real story and was developed to serve a purpose within the brand.
The Thunder Mustard essenceWorkshops, products and events made the identity part of the brand's life. Execution is where a strategic choice gains presence and usefulness.
Explore our experience
