ESTAC Troyes : Seasonal Branding

Mission

For the new season, ESTAC wanted more than a visual refresh. The club was looking for an identity that would anchor it in the city of Troyes, carry meaning and remain instantly recognisable across every touchpoint. Samba Digital led the project from creative direction to execution, building a seasonal branding system rooted in the club’s territory and designed for the pace of a modern football club.

Approach

Samba Digital structured the creative process around three key principles:

• Heritage-Rooted Creative Direction The identity draws directly from Troyes’ medieval heritage. The city’s iconic stained-glass windows and architectural details became the foundation of the design language, informing its geometry, its light and its rhythm.
• A Modern Graphic Translation Rather than reproducing historical references literally, Samba reinterpreted them through a contemporary graphic vocabulary: bold shapes, structured compositions and clean lines that feel current while carrying centuries of history.
• A Bold and Timeless Visual System The result is a system built to last a full season and beyond, adaptable across matchday graphics, social content and club communications, keeping ESTAC consistent while leaving room for creative evolution.

Results

A bold and timeless visual identity that strengthens ESTAC’s connection to its history while giving the club a unique and recognisable signature. More than a seasonal look, Samba Digital delivered a coherent system that ties the club to its city and gives ESTAC the tools to express itself consistently throughout the season.