JULIA EBEL LOPES
Ponto Futuro
Branding | Visual Identity
Ponto Futuro is a community of football lovers dedicated to creating and sharing literature and content about the sport in all its forms and perspectives. It’s a space where readers and creators meet — a place to discuss, analyze, and celebrate football beyond the pitch.
I was part of the project’s creation, developing its visual identity from concept to final design. The goal was to capture the essence of Brazilian football — its warmth, diversity, and collective spirit — while reflecting the project’s literary and cultural depth.
Ponto Futuro's Manifest:
"The English invented football, a sport like any other, and we turned it into something unique: the greatest sociocultural phenomenon of the 20th century. The Americans invented jazz; we mixed it with our samba and created bossa nova. Our cinema laughed at its own limitations and satirized what was fashionable in Europe and the United States. It is our fate to improvise.
Coming close to failure is our Tuesday; winning five World Cups by outplaying every opponent is our Sunday. We laugh at life through a pornochanchada film, through a song, or through a dribble. We live every possible emotion as we navigate our own destiny.
O Ponto Futuro was born to explore this path and understand the details that make our football not necessarily superior — but essentially unique."
Color
The color palette draws inspiration from Brazil’s visual identity and the vibrant tones of the football courts found across the country. The desaturated tones and grainy textures in the imagery evoke a vintage aesthetic that recalls the golden age of Brazilian football in the 20th century — a key influence on O Ponto Futuro’s philosophy and spirit.
Typography
For the typography, Rockwell was chosen for its bold, geometric serifs that convey a strong and timeless personality. Its vintage character connects with the project’s nostalgic references to classic football culture, while the serif structure reflects the literary and cultural essence at the heart of O Ponto Futuro. To balance, Roboto was used as a secondary typeface — a clean, versatile sans-serif that ensures legibility and harmony across digital platforms.
WHAT THE CLIENT SAYS
“Julia clearly understood the ideas behind the project and translated them perfectly into the visual identity. Impressive!”
