Context

Graderia is a daily sports paper, printed since 1979 and read mostly on phones since 2016. The masthead, the section colours and the score tables were all built for newsprint. On screen they broke, and every desk had patched them in its own way.

Insight

Readers came for results first and stories second. The most viewed element on any day was a score table. If the brand worked inside a table of numbers, it would work everywhere else. Most of the old identity lived in decoration that tables never used.

Idea

A new masthead cut from the old one, with the counters opened for small sizes. A numeral set drawn for tables, scores and clocks, with tabular figures and a heavy weight for final results. Section colours reduced from eleven to four, each tied to a type of story rather than a sport, so a derby and a cup final can share one page.

Application

Masthead, print grid, app and web templates, score tables, live match cards, social formats, motion rules for goals and full-time, and a broadcast package for the paper’s video channel. Every template was tested with real match-day data from a full weekend before launch, including a delayed kick-off and an abandoned game.

Impact

The desks retired their patches in a week. Live match cards are built by one person instead of three, and the numeral set is licensed to the paper’s radio station. Print and app now run from the same templates, updated from one data feed on match days.