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Fifa
Explore how we redefined their brand identity for the FIFA Club World Cup 2023 in Saudi Arabia, creating an authentic narrative that resonates with their audience and drives the event to new heights.
About

Project

Details

The FIFA Club World Cup 2023, hosted in Saudi Arabia, represented a unique opportunity to create a distinctive brand identity that combined the global prestige of the tournament with the rich cultural heritage of the host nation. The branding project aimed to seamlessly integrate Saudi Arabia’s vision for the future with the dynamism and energy of world-class football. The goal was to develop a comprehensive visual identity that would resonate with both global audiences and local fans, positioning Saudi Arabia as a premier sports destination on the world stage.

The visual identity for the FIFA Club World Cup 2023 in Saudi Arabia was built on the theme of "Unity Through Sport," emphasizing the power of football to bring together diverse cultures and nations. Drawing inspiration from traditional Saudi Arabian patterns, colors, and motifs, the branding incorporated modern design elements that reflected both the country’s progressive vision and the global nature of the event.
Key elements of the branding included:

Client
Saudi Arabian Football Federation
Year
2023
Timeline
5 Months
Service
Branding
Website
fifa.com
Challenge
Cultural Sensitivity: One of the major challenges was creating a brand that would resonate with international audiences while staying true to the traditions and values of Saudi Arabia. This required careful balance between modern design trends and local cultural representation. The branding had to appeal to football fans from around the world, transcending borders and languages while maintaining a cohesive identity that tied the event to its Saudi Arabian roots. With tight deadlines in place for the launch of the branding campaign and subsequent promotional activities, managing the workflow and ensuring timely delivery across multiple platforms was critical. The branding needed to be highly adaptable for digital platforms and social media, engaging fans and stakeholders online in real-time.
Goal
The primary goal was to create a memorable and impactful brand that would highlight Saudi Arabia as a forward-thinking, globally connected host for the FIFA Club World Cup 2023. The branding needed to elevate the fan experience, connect with a global audience, and set the tone for future international sporting events in the region. Additionally, it aimed to align with the country’s Vision 2030, a strategic framework to diversify the economy and promote cultural and recreational sectors.
Result
The FIFA Club World Cup 2023 branding was widely praised for its unique blend of Saudi heritage with a contemporary aesthetic. The visual identity helped position Saudi Arabia as a premier destination for major international sporting events, strengthening its global image. The branding garnered significant attention on social media and other digital platforms, leading to higher-than-expected engagement from fans worldwide. The design resonated strongly with local audiences, reinforcing national pride and excitement for the event. The cohesive visual identity helped create a unified and recognizable brand presence across stadiums, broadcasts, and digital platforms. Positive Perception: Saudi Arabia was able to showcase its modernity, innovation, and cultural depth to a global audience, contributing positively to its international reputation. The successful branding of the FIFA Club World Cup 2023 in Saudi Arabia not only elevated the tournament’s status but also further solidified the nation’s role as a global player in the world of sports.
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