Shining a new Light on the Women's game
Creating a unique and memorable event brand is an integral part of building the value and creating a legacy for a prestigious global sports event.
The brief formed part of a competitive tender from FIFA. It included the aspirational vision for the host Local Organising Committee (LOC) to showcase France as a world class capital for sport. Important values and attributes included; Love of football, modernity, French elegance, Art de Vivre (way of life) and drawing influences from French history like the Lumière brothers and the Age of Enlightenment.
One of the LOC's 4 stated pillars was for the tournament to 'shine over all the French territory'. Early on light became an important inspiration for the brand - a great visual metaphor for modernity and progress with the French capital, Paris, famous for being the city of light.
To give its competition trophies more recognition FIFA uses the silhouette of the event trophy as the defining area for each official emblem. The challenge is to convey the agreed brand design elements within this pre-defined shape.
In our concept we visualised the idea of light and discovery as developed from the brief. Mariniére stripes, a symbol of French elegance, form the shape of the trophy as it rises and unfurls to reveal a stylised football. Eight decorative shards of light radiating from the ball symbolise the 8th edition of the FIFA Women’s World Cup.
The stylised elements within the emblem represent France’s history & future. FIFA Women’s World Cup France 2019™ is for all involved to shine on the world stage, for players to create highlight moments, fans to light up the stadiums, and France to glow with national pride.
We collaborated closely with FIFA and the LOC to create a unique, aspirational and dual language phrase to capture the essence and importance of the event. DARE TO SHINE / LE MOMENT DE BRILLER represents what every individual, team, or nation fights for, and what each fan supports. It embodies the hopes and dreams of many. It is a launch pad, a momentum builder and a turning point for women’s sport.
Unique Event Typeface
We designed a bespoke Event Typeface 'Élégance', especially for the tournament. Its unique styling draws from the attributes of the Official Emblem and represents a classy, timeless, chic approach that purposely references French fashion and culture.
The concept behind the Official Look revolves around the theme of light. Light stimulates sight and makes things visible – it illuminates, allowing new discoveries and advances to be made. Light elicits a positive feeling – brightness, radiance and energy.
The Official Look extends the concept and values of the Official Emblem. The look is a set of unique, bespoke graphic assets, patterns and icons depicting an energetic mix of classic french culture and football references.
Embracing moments of joy and celebration, typographic messages capture the vibrant atmosphere synonymous with the culture found throughout the towns and streets of France.
Licensing and Retail
Brand consistency was maintained through a comprehensive range of licensing & point of sale designs. The ranges included unique & alternative designs featuring the 24 national teams utilising the established library of brand assets.
Building upon the official marks and look we created an event dressing concept that worked across all 9 host cities and stadiums.
This included designing a library of individual graphic assets to represent each host city, a carefully considered colour scheme and specific use of the event design to represent many different areas around the stadiums. These included: player areas, public areas, hospitality / VIP / VVIP areas, media centres, food & beverage concessions, official fan shops & fan experience areas.
A comprehensive Event Dressing Look Book was produced to ensure consistency of delivery for all applications of the event branding, covering hundreds of individual items.
Creating a brand which FIFA’s commercial affiliates and partners are happy and willing to associate with – essentially amplifying the buzz around the tournament.
A comprehensive rollout generating brand artworks and assets for 9 stadiums and cities across multiple areas. This was a task of huge scale reflecting FIFA's ambition to make this a statement of intent for women’s football. The end result was a landmark World Cup that hit new heights of exposure.
Views on FIFA's digital channels
Social interactions for USWNT's Megan Rapinoe
UK viewers for Eng v USA semi-final