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ACERVO DAS LARANJEIRAS

In 2023, a glorious year for Fluminense, I started Acervo das Laranjeiras, a brand based on the designs I created about Fluminense culture and a vintage jersey shop. A photo editorial I conceptualized and directed for that project was highlighted 

in the Italian football fashion publication @offthepitch.

FLUMINENSE JERSEY

I have always been passionate about football shirts, especially the Fluminense shirt, of which I am a collector with a collection of over 50 historical pieces. The unusual combination of colors and the vertical arrangement of stripes makes this shirt unique. It's a challenge to create a product with these configurations that also incorporates elements of modern football such as sponsorships and commemorative badges. When all the details are harmoniously aligned, the shirt becomes unparalleled. Over the years, I have conducted several case studies on Fluminense shirts. In addition to the shirts, I have also developed a series of illustrations with the tricolor shirt as the main element.

FLUMINENSE F. C. REBRAND

The Fluminense badge was redesigned in 2002 and is a regular feature in all votes for the most beautiful football club badges worldwide. However, as a tricolor and a designer, some details of the design leave me restless. As a case study, I redesigned the Fluminense badge addressing the issues that, in my view, could be improved. It's not easy to alter a symbol with so much meaning and emotional value, especially for myself, so the final result features discreet and pinpoint changes while preserving the distinctive structural and stylistic characteristics of the original design.

ISSUES ADDRESSED

1 - Design finishing issues.

2 - Redesign to improve scalability.

3 - Letter construction problems.

4 - "F" letter base terminations.

5 - Monogram and shield overlay.

FLUMINENSE BASKETBALL TEAM

In 2012, Fluminense started a basketball team to compete in the qualifying tournament for the NBB (Brazilian Basketball League). At that time, I had the opportunity to design the visual identity for the marketing project associated with the basketball team. After a strong campaign in the qualifying tournament, Fluminense was invited to participate in the NBB, but unfortunately, the project did not continue.

GARRA MARKETING

Direction: Daniel Camargo

Sports Direction: Marcelo Brunete

Design: Guilherme Pecegueiro

Photography: Guilherme Pecegueiro

Copyright © 2025 guilhermepecegueiro.com – Todos os direitos reservados.

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