This branding project, developed in collaboration with logo designer Joey Schouten and guided by my art direction, centers around the conceptual sublabel Maestro within the Cruyff brand. Although the label never launched, I further developed its visual identity, deliberately omitting specific Cruyff brand elements.

Maestro honors Johan Cruyff as the maestro of the field while building a distinct persona that captures a broader football culture—one that’s confident, slightly cocky, and unapologetically bold. It subtly channels the raw energy and rebellious spirit often associated with hooligan culture, balanced with loyalty, respect, and brotherhood.

The brand stands for leadership, attitude, and effortless style—with just enough edge to make it unmistakably authentic.