World Cup ‘22

My team and me in adidas worked together on the Men’s World Cup 2022 concept for the Federation Kits, as well as the Official Match Ball. We explored the concept of “Show your Nation” as unifier for all federations. Collectively celebrating our individuality, inspiring others, inviting everyone to express themselves freely through sport and bringing to life adidas's brand attitude. From this starting point we created graphics, layouts and typography to shape the visual direction and help the rest of the internal and external organization to create their own campaigns for the Kits and OMB.

To develop this direction we re coded national flags, dialled up product colours, explored handwritten typography and lots more. Parallel to this we developed a layout system to combine all elements in compositions that can be easily adapted to different medias and formats. Here an overview of all this development process:

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