JUNE 11TH - JULY 19THTHE LARGEST SPORTING EVENT COMES TO HOUSTON.
Overview
I had the wonderful opportunity to collaborate with the team at SPORTFIVE in bringing a piece of home to the World Cup. For this project, our team was tasked with utilizing the brand guidelines we received from FIFA® for the city of Houston, and create structural designs for the entire festival. We also had the opportunity to showcase Houston’s personality with our designs - which is where I had a lot of influence.
Director: Taylor B.
Team: Courtine B. , Simone V.. Sayuri R., Leo A., Ella D., Joaquin Q, Kenyon S.
Concepts &
Early Phases
When we first started this project, one of the initial issues we had to figure out was how we were going to approach the look and feel throughout the entire festival. We initially came up with some ideas that we felt were very strong. After some feedback from FIFA, we then had to pivot and play it more safe with the brand assets that we were given.
Throughout the course of this project, we worked on things like the stage and the entrance structures, bike rack covers, barricade fencing, tents, cooling stations, and many more activations. One of my personal favorite parts of this project was creating icons that represented Houston in four particular areas, Rodeo, H-Town, Space City, and even a callout for Sugar Land.
Main Stage & Entrance
Main Stage & Entrance
Concept of the stage designs that we pitched here and below. Over the course of making updates to this, we had to accommodate for sizing, specs, and even the sponsors that wanted to be included.
For our stage designs it was important for us to factor in the structure that the stage will be built upon. As the scope of the project evolved, we also had to make some updates to accommodate things like sponsors, size requirements, dimensionality, and even colors and patterns. We were fortunate enough to keep a similar theme for both the entrance and the main stage that set the tone design wise for the event and the branding around it.
Concept of the main entrance design that we pitched here. Over the course of making updates to this, we had to accommodate for sizing, specs, and even the sponsors that wanted to be included.
As you can see below we explored patterns in different color schemes to create variety throughout the event site. From bike rack covers, tents, cooling stations and event hydration stations, our designs influenced how this event would evolve. While most of the structures and templates that we created adhered to the FIFA Houston brand guidelines, we also had a unique opportunity of creating more custom to Houston.
Tent Designs
Info Booth
Elite Skills aRena
Talent Search Logos
Houston Hall
Houston Hall
Houston Hall was the area where I got to have a good bit of influence as Houston is my hometown. For this area, I created 130+ custom icons that could be used to represent the different callouts of Houston. My initial idea was to pitch a grid like design that housed different phrases, icons and even patterns from our brand library. I also pitched custom murals that could serve as a way of storytelling through throughout this area. As the space evolved and we got more information about the space itself, we had to make accommodations for how certain areas would look to best support vendors and other activations that would be present.
The icons that I created would be used throughout the entirety of this space. Those icons were used to make concepts for photo opportunities, totem block designs, wayfinding, overhead banners, and even spaces where vendors could serve food. While not all the concepts that I pitched made it I was happy to have our work represented in another areas. While I got to have my hands in other parts of this project, I am very happy with how Houston Hall turned out. To see something I created on my iPad on a large scale in various applications would be surreal to see in person - if I was able to go of course.
Photo Icons
H-Town
Rodeo
Space city
Sugar Land
Murals
Logo
totems
Visting the Event
Visting the Event
By the time the project had wrapped up, I was approached for another opportunity. While I was excited for this other opportunity, I knew that mean I may not be able to see the work we created. Or so, I thought.
The more footage I saw of the event, the more I wanted to see our work in person. After encouragement from my sister and seeing my peer’s experiences, I was able to attend the event and bring my family along to see our work. My sister even got the local news station to do an interview with me to showcase the work that we worked on, and highlighting the agency as well. I am incredibly grateful that I got to speak to our that the team and I worked on over the last nine months. The entire time I was there I couldn’t help but say how surreal it was to be in the space with designs I worked on be brought to life on the largest scale for the largest sporting event this year.
There’s so much that I could say about getting to work and collaborate on this project. It wasn’t always easy, and there were some pretty long nights attached. Seeing all our work that we spent months tirelessly working on in person was an experience unlike any other. To be able to make history in being part of the World Cup is something to this day I still cannot fathom, and I take pride in knowing that I got to represent my hometown well.