— Reimagining Italian women’s football as a participatory brand experience.

Women’s football in Italy has historically received less visibility, investment and cultural recognition than the men’s game. Developed as my Master’s thesis at Politecnico di Milano, this project explored how brand identity and digital experience could make the competition more engaging while challenging the stereotypes surrounding female athletes.

I reimagined FIGC Calcio Femminile as LCF, Lega Calcio Femminile, and built the brand around one purpose: Passione Libera, which means Free Passion. The idea celebrates football as a space for self expression and positions the league as an active voice against gender stereotypes. Striped flags, vivid colour and dynamic compositions give the identity a joyful but rebellious character.

The brand extends into LiveArena, a platform designed around three goals: making matches freely accessible, enriching live storytelling and creating an active community. Rather than treating people as passive viewers, the experience allows them to explore match information, join conversations and contribute commentary.

The project demonstrates how identity, purpose and product experience can operate as one system. LCF is not only a visual redesign, but a proposal for making women’s football more visible, participatory and culturally relevant.