Client: Global Football Organisation
Project lead: Klein & Sons
Role: Art direction and Icon design
Year: 2023

Although women's football has recently seen exponential growth at all levels, the passion and potential of the sport offers significant untapped opportunities. That's why this global football organisation has launched the Women's Football Strategy, working with stakeholders to empower girls and women, fight gender discrimination and make football accessible for all.

Working with Klein & Sons, we designed the audiovisual campaign to showcase at the Women's World Cup event. The campaign was driven by 5 strategic pillars and enacted to increase female player participation in the sport, increase commercial value through new revenue streams and build the foundations for a stronger, more modern, women's football ecosystem.

Our decision for the visual focus of this campaign to be based upon the path of a struck ball was inspired by the concept of a ‘journey—the steps we all take to reach our goals, no matter how big—while tying into the essence of the game and the creative pillars defining this project. 


The icons are made up of "hit balls", using organic lines and gradients to bring more dynamism and fun to the journey while emphasising the idea that football is for everyone.

Theresources we created were used repeatedly in video, driving a visual and conceptual coherence throughout the campaign alongside the secondary corporate colours of the global football organisation brand.

Creating the icon representing a female player was one of the most sensitive pieces to design as we didn't want to fall into the trap of stereotyping. We used images of real female players as inspiration, copying their movements and body shapes to convey what it means to be a female player without resorting to stereotypical representations such as ponytails and skirts. 

The result is a bold and colourful video campaign celebrating the affirmation that football is for everyone, and a powerful addition to this campaign to promote equality on the pitch at all levels.

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