THE BRIEF
FIFA provided a global brand system for the 2026 World Cup, including logos, color palette, typography, and tone. I applied that system to venue signage for the Queens Group Stage HQ at Arthur Ashe Stadium, using the official NY/NJ branding.
FIFA provided a global brand system for the 2026 World Cup, including logos, color palette, typography, and tone. I applied that system to venue signage for the Queens Group Stage HQ at Arthur Ashe Stadium, using the official NY/NJ branding.
MY ROLE
FIFA provided brand guidelines and master assets. I applied the system across print and digital formats, including credentials, wristbands, large exterior LED boards, fence scrim, wayfinding signage, site maps, promo graphics, banners, and interior stage graphics.
FIFA provided brand guidelines and master assets. I applied the system across print and digital formats, including credentials, wristbands, large exterior LED boards, fence scrim, wayfinding signage, site maps, promo graphics, banners, and interior stage graphics.
THE CHALLENGE
The challenge was creating a cohesive fan experience within a fixed brand system. I assessed each signage location for sightline and visibility, then adjusted scale, color contrast, and layout accordingly. For example, I expanded the headline typography on directional signs above entrances to ensure legibility from a distance, and simplified the graphics on smaller signs to avoid overcrowding and maintain clarity. This approach adapted the locked assets for large stadium facades and tight interior corridors, keeping all signage legible and on-brand.
The challenge was creating a cohesive fan experience within a fixed brand system. I assessed each signage location for sightline and visibility, then adjusted scale, color contrast, and layout accordingly. For example, I expanded the headline typography on directional signs above entrances to ensure legibility from a distance, and simplified the graphics on smaller signs to avoid overcrowding and maintain clarity. This approach adapted the locked assets for large stadium facades and tight interior corridors, keeping all signage legible and on-brand.
THE OUTCOME
The outcome was a consistent, on-brand signage experience across the venue. Event staff and vendors provided positive feedback on the ease and clarity of navigation and signage during the event. These results reinforced a smoother fan experience and a stronger visual impact for FIFA's brand.
The outcome was a consistent, on-brand signage experience across the venue. Event staff and vendors provided positive feedback on the ease and clarity of navigation and signage during the event. These results reinforced a smoother fan experience and a stronger visual impact for FIFA's brand.
