Case study: FIFA
Beautiful game
Context
The Fédération Internationale de Football Association (FIFA) is a non-profit organisation that is the international governing body of association football, futsal and beach soccer. Founded in 1904 to oversee international competition among nations, its membership now comprises 211 national associations.
Over a seven year period I was the creative lead on this flagship account which included working on two men’s World Cups, two women’s World Cups, plus numerous other events and initiatives across FIFA’s communications spectrum.
It was an honour and privilege to captain the creative team that produced three World Cup emblems, despite (sometimes in spite of) the historical negative press often encountered with this client. This is the stuff dreams are made of that very few creatives ever get the opportunity to work on.
Challenges
→ Modernise and simplify FIFA’s corporate identity
→ Design and produce three high-specification brand manuals
→ Design development and brand guidelines for the 2002 World Cup in Korea/Japan
→ Create the event emblem and branding for the 2006 World Cup in Germany
→ Create event emblems for the Women’s World Cup in the USA (2003) and China (2007)
→ Provide on-going creative solutions across all corporate communications
FIFA brand
FIFA World Cup Korea/Japan™
FIFA Women’s World Cup USA™
FIFA World Cup Germany™
FIFA Women’s World Cup China™
Credits
Interbrand team: André Alleyne, Caroline Bish, Tye Bramley, Dave Brown, Martin Collins, Fay Daly, Ged Equi, Brian Francis, Andy Helme, Andy Kendle, Martina Land, Jon Lee, Chris Lightfoot, Richie Martin, Peter McCabe, Scott McGuffie, Andy Milligan, Phil Octave, Lucy Rickett, Matt Ruffle, John Simmonds, Anne Wehebrink
Whitestone team: Dave Brown, Jon Lee, Chris Lightfoot, Peter McCabe, Sophie Norman
Collaborators: Steve Baker, CHK Design, Julia Gürker, Passion Pictures
My role: Captain, Creative midfielder
Peter McCabe
Design & creative direction