Sensibilidade humana e inteligência artificial: projeto de um novo uniforme para o Cruzeiro Esporte Clube

Abstract

This undergraduate thesis seeks to develop a project for a third kit for Cruzeiro Esporte Clube, searching for a common ground between human sensibility and the use of generative Artificial Intelligence (AI) in the creative process of graphic design. The project adopts the Double Diamond methodology, structured into the phases of discovery, definition, development, and delivery. The discovery phase touches upon the historical analysis of the institution, the study of the brand manual, and the mapping of the fans' affective relationship, conceptualized as the "Cruzeiro Esporte Clube aesthetic." Based on these guidelines, the definition phase was structured around the concept "There will always be stars in the sky," drawing on the club's resilience through the greatest crisis in its history and the personal overcoming of the athlete and icon Matheus Pereira. The results culminated in the prototyping of a complete kit composed of official brand elements, technological typography, textures inspired by southern hemisphere constellations, and strong regional symbology. For visual validation, Artificial Narrow Intelligence (ANI) tools were used to generate hyper-realistic representations of the product application. Finally, although these technologies amplify the technical and quantitative capacity of production, design originality remains intrinsic to human cognition and guidance. Attributes such as intention, empathy, cultural repertoire, and curation proved to be irreplaceable, which confirms the necessity of the designer's authorial originality, especially in preserving the identity connection between the kit and the fans. Keywords: Sports design; Artificial intelligence; Creative process; Cruzeiro Esporte Clube; Mockups.