Introduction:
I was appointed as a Senior Design Consultant in branding for FIFA (Zurich), where I was entrusted with the pivotal task of leading their rebranding journey. The guiding principle was their new slogan, "Making football truly global", and my objective was to translate this vision into an internationally recognised brand that would resonate with audiences worldwide.
In this endeavor, I worked closely with Sarah Bohner, the Head of Licensing and Retail, and Petra Flückiger, the Senior Licensing Manager. Our collaboration was structured around regular brainstorming sessions every 2-3 days, in which we developed and refined our concepts, steadily progressing from ideation to execution.
Design:
In unpacking the slogan, "Making football truly global", we recognised the importance of universal representation. We believed that colours have no limits and representation transcends colour boundaries. This understanding informed our design process and guided our creative choices.
Our Strategy & Accomplishments:
- We embarked on a Design Thinking process, prioritising empathy, experimentation, and iterative learning. This allowed us to deeply understand our global audience and create designs that would resonate with them.
- We developed an Adult Lookbook, curating a series of designs that encapsulate the essence of the rebranded FIFA, catering to a diverse adult demographic.
- Parallel to this, we also created a Children's Lookbook, presenting designs that are fun, engaging and inspirational for the younger audience.
In summary, my role at FIFA was to transform a powerful vision into a globally recognised and appreciated brand. Our work was driven by an inclusive design philosophy that acknowledges and celebrates the global diversity of football fans. This strategic approach is adaptable and can be customized to suit various branding and rebranding initiatives in the future.
We've got work to do
For FIFA to reach every corner of the earth, there initially had to be a belief in inclusion.
What better way to do that than to introduce culture into the conceptual journey of the process.
Mb is a Senior creative in Product design, Branding and Marketing based in Amsterdam.
