The Messi
Experience
A comprehensive brand identity for an immersive experience letting visitors journey through Lionel Messi's life, from childhood in Rosario to World Cup glory, across multiple interactive rooms.
Design a brand as iconic as the man himself.
Primo Entertainment needed a visual identity that could hold the weight of Messi's legacy without becoming a sports cliché. The challenge was balancing technological innovation with warmth and humanity, reflecting both who Messi is on the pitch and who he is off it.
The identity had to span an entire immersive experience, from the moment visitors walk in to the last room they exit, while remaining adaptable across eras, clubs, and chapters of a truly extraordinary life.
Typography, texture, and a fluid identity system.
We built a complete brand system: a logo combining serif and gestural elements, three sub-palettes drawing from Barcelona blue, Argentine light blue and white, and Inter Miami pink and black. A 3D fluid asset captures Messi's adaptability and fluidity across surfaces and motion.
Every element was designed to scale across physical environments, digital screens, merchandise, and social media, giving the experience a coherent visual world that rivals the depth of the story it tells.
Every room. Every touchpoint. One coherent world.
The identity system scales from environmental signage to social media, from interactive installation graphics to merchandise. Each sub-palette activates a different chapter of Messi's story, giving the experience visual rhythm while maintaining a unified brand voice.
The 3D fluid asset was produced as a versatile motion element, working in full-bleed environmental projections, short-form social content, and physical merchandise applications. The result is a brand that breathes alongside the story it carries.
A brand identity built to outlast the hype.
The Messi Experience brand system delivers a visual world that honors the full arc of one of football's greatest careers, adaptable, emotional, and unmistakably tied to the man behind the legend.
Let's build
something iconic.
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