PFC is Brazilian’s only football pay-per-view TV network. We wanted to move the brand from their previous proposition of '24-hour football TV station' approach to a more meaningful approach, introducing the new brand concept: 'The best team in Brazil is the one you root for'.

We developed 20 different typefaces; each 1 representing 1 of the 20 teams that play the first league of football in Brazil.Each typeface was created and developed in partnership with hardcore fans of such teams.20 unique organic hand drawn typefaces were developed with the emotional involvement and participation of die-hard fans made into designers.

The posters made with the typefaces were downloaded 101m times, returning fans to what was originated by their passion.