Bringing Scottish culture and heritage to a World-class event with an illustrative look.
Working in collaboration with Glasgow Life and World Athletics, I delivered a a fresh set of brand illustrations for event time in digital campaigns, collaterals, OOH and event activations.
Evolving from an existing visual identity, the objective was to create an exciting new look exploring Scottish and athletics cultural inspirations:
• Brand development of a unique inclusive and diverse illustrative look.
• New brand assets: 4 action poses, 5 city pictogram and 2 compositions.
• Roll-out and design support across event collaterals.
Glasgow, a diverse city with unique culture and people.
The World Athletics Indoor Championships Glasgow 2024 takes inspiration and meshes up and live sport, art, pop and local culture to create a truly Scottish look.
The graphic DNA
Tartan Grid system
Inspired by the Tartan, we set up a grid system using modules in three sizes
(3x3, 6x6 and 9x9) to create a modern Scottish pattern. The 45-angle axis is
helpful as a base to overlay graphic elements.
(3x3, 6x6 and 9x9) to create a modern Scottish pattern. The 45-angle axis is
helpful as a base to overlay graphic elements.
Pictograms
The pictograms are action poses inspired by comic book illustrations but also the geometry of tartan and World Athletics brand. They portray the athletes as superheroes.
Diversity is an important aspect of this identity and the illustrations have skin tone variations to ensure all races are represented.
City icons
The refreshed WAIC Glasgow 2024 brand identity also portrays the iconic Glasgow landmark to combine with the hero poses to give a sense of place to the look in master composites
Compositions
The master compositions combine the tartan, saltire and there action poses representing the main disciplines: run, jump and throw. And to fully express diversity and inclusivity, men and woman heroes are swapped between applications as well as skin tone variations.
Applications
Do you want to see illustrations making an impact on your creative project?
This project showcases how illustration can shape powerful creative projects for local organisations, like the World Athletics, in the UK and abroad.
Do you want to see how we can work together in your next commission?