The "Senadores" (Senators) of San Juan is professional baseball team that belongs to Puerto Rico's most prolific baseball league called "LaPro". The team, along with its name, was reestablished this season for the previously inactive San Juan team, and it currently carries the weight of being LaPro's oldest team (and name), dating back to the 1930's. So, reestablishing the original name for the 2025 season makes sense. However, I noticed that senators, at least in Puerto Rico, although I’m sure in other places as well, are widely known to be fraudulent, uncaring, insensitive to citizens, and even crooks. So, as a way of avoiding these negative connotations, I propose a new name. I present to you the "Navegantes" (Navigators) of San Juan. This name, not only represents the capital city's high nautical activity, but also gives the San Juan team a victory-inducing story for which to build its brand upon. To capture these aspects, the assets had to be clearly ocean-based, serious, and inspiring, so, while the brand carries a serious cold color tone, it also uses a few warm-toned colors to represent the city's warm culture (and weather).

The most challenging aspect about making this personal project was the creation of a catchy "story-line". I explored with many obvious (and rather boring) oceanic concepts, like boats, flags, wood, pirates, and waves, but at the end the usage of a serious-looking ship conquering a giant orange octopus on its way to an iconic voyage really gave the team's brand a unique feel. It's a story to which all the fans can confidently root "Na-ve-gan-tes".