Jogadeira is a Nescau social initiative that brings sports and fun to the outskirts of São Paulo, transforming streets into spaces for movement, connection, and inclusion. With the goal of encouraging children to incorporate physical activity into their daily routines, the project brings back the spirit of street games, using informal sports as a fun and engaging way to positively activate urban spaces. To bring this concept to life, we developed an art direction inspired by the urban aesthetics of wheatpaste posters and screen printing, creating an authentic, vibrant visual identity deeply connected to street culture.