Club Athletico Paranaense is one of the most innovative clubs playing in the top division of Brazilian football, known in its home state as “Furacão” (Hurricane), due to its fierceness and vigorous playing style. As the club's top management has great aspirations, we were charged to conduct a branding immersion study which included a survey of 1,300 stakeholders and use the results to distill the essence of what it means to be a hurricane. The new identity brings back the club's legacy and projects it into the future, with a contemporary and digital look. Collaterals, uniforms, and a typeface family have also been developed.