FIFA® World Cup
Design lead for Sony’s global partnership with FIFA for the World Cups in 2010 and 2014, with responsibility for branding both on the stadium perimeter boards and local BTL activation. I led a study into visibility of branding during matches and used this data to effectively position branding, allowing much less logo repetition yet not forfeiting exposure. Introduced bespoke panels to represent each team that was playing by matching colours of the panels to the team kit, giving a much closer connection to the fans, a first for the FIFA® World Cup.