Project information
As the official public viewing event of the FIFA World Cup, FIFA Fan Festival gives those who can’t be in the stadium the opportunity to watch live broadcasts of the tournament, together with other passionate fans from across the globe. With 7.7 million attendees during the 2018 FIFA World Cup, it is the greatest football party in the world.
We were tasked to create a new visual identity for the FIFA Fan Festival. One that would work across multiple tournaments and take the brand beyond football and into a fully immersive and multi sensorial experience.
Our creative idea was inspired by football fan frequencies, representing the buzz of the festival experience. A reactive identity uses a ‘frequency generator’ to create ‘vibe trails’ - live expressions which react to crowd noise to bring the energy of the fans to life. This rolls out across the big screens and festival experience, but also translates into social media filters for fans to create their own trails through their content.
The result is an expressive, vibrant and dynamic brand identity that first launched across the FIFA website and social media channels in October 2022, before taking pride of place at the in Qatar for the 2022 World Cup. In 2023, it will travel to Australia and New Zealand for the FIFA Women’s World Cup, and the World Cup in North America in 2026.
AGENCY DesignStudio
ROLE Design Director
TEAM Vinay, Tor, Lexie, Mags, Charlie, Andre