Pablo de Mello

Betway Copa América 21

Professional Project

Branding + Graphic design

London, 2021

Copa América 2021 is a design project created for a campaign of the most important football tournaments in South America for Betway, an online gambling company. The goal was to create an exciting visual exploration that captures the energy, diversity, and cultural significance of the competition.

The challenge was to represent multiple nations, identities, and styles within a single cohesive system. With each country bringing its own visual and cultural references, the project required a balanced approach that maintains unity while allowing for variation and expression.

Panini cards were used as a visual device to frame and present the competition logo and the different national teams, drawing on their strong association with football culture and collectability. This approach adds a sense of familiarity and nostalgia while reinforcing the emotional connection fans have with players and key moments. The visual language draws from South American culture, combining expressive elements with a structured design system.

The final outcome is a vibrant and engaging visual exploration that celebrates football as a unifying force across the continent, highlighting both the individuality of each nation and the collective energy of the tournament.