Freelance Brief: World Athletics
Brief: Create a unique International Women's Day sub-brand for World Athletics' social channels.
Solution: World Athletics strive to leave people inspired, not just impressed, and aim to celebrate the journey of their athletes just as much the results. Their platform is one for discussion, not just celebration, where they endeavour to inspire the next generation and provide an accessible way for young people to rise.
The 2021 International Women’s Day campaign shines a spotlight on some of our most prominent female athletes, focusing on the journey they have taken to get to where they are now. The initiative will share the struggles, not just the triumphs, and communicate the highs and lows that these women have experienced within their sport.
Building on the history of International Women's day, the sub-brand focuses on the existing purple, green and white colours from the World Athletics existing brand. These three colours have been chosen to reflect the identity of the Women's suffrage movement, a movement that paved the way for gender equality. The heart of the identity focuses on the zig-zag pattern, acting as a metaphor for the endless ups and downs that a female athlete will face throughout her sporting career.
The unique logo and campaign assets were used across Instagram, Facebook, LinkedIn, Twitter, YouTube, and TikTok, as well as World Athletics' website.
