Fargo (formerly Fanfargo) was already consolidated in the shoes and accessories market. With strategy and naming by Ana Couto (SP/RJ) and LAJE, we provided a visual response aligned with the new positioning. The solution defined the arch element as the main narrative — communicating that the brand opens paths to go further — worked from the negative spaces of the typography to graphics and photographic direction. A local illustrator (Lorena Araújo) developed brand elements representing female figures in an abstract, geometric and minimalist context, positioning Fargo as a warm, strong Northeastern brand focused on female protagonism.