Making Waves, Made Visual.
Our Role
- Toolkits and playbooks
- Creative executions
- Identity, visual language & guidelines
Instantly recognisable, flexible, full of energy
Building on the established ‘Making Waves Together’ theme, we set out to inject the visual identity with the dynamism and energy of the sport. Exploring a range of creative routes led us to the development of the wave motif – a bold, instantly recognisable device that embodies the campaign theme while adding pace and movement. Comprised of four coloured lines representing the story pillars, the motif offers strong flexibility: it can weave through imagery, frame text, or stand alone as a striking graphic.
A complete toolkit for cohesive, scalable design
To ensure consistency and adaptability across all applications, we created a comprehensive design toolkit. This included a refined colour palette, bespoke typography, image treatments and a full suite of wave graphics. By equipping third-party vendors with clear guidance and ready-to-use assets, we ensured the campaign could scale with impact while retaining a cohesive, ownable visual style.
