Illustration | Branding | Event Dressing
World Athletics Indoor Championships Glasgow 2024 Brand illustrations
As Independent design contractor, I was commissioned to develop an expressive visual identity for the World Athletics Indoor Championships held in Glasgow in 2024. The goal was to craft a bold, locally inspired look using an illustrative approach that brought the Glasgow event to life with more personality. The identity was rolled out across 100+ assets, across digital campaigns, social media, city dressing, venue branding, and marketing collaterals.
Dynamic sports illustration for World Athletics, featuring fluid shapes, vibrant colours, and athlete silhouettes in motion, blending graphic design and artistic textures to capture the energy of global competition.
An Illustrative Concept for event design
Drawing inspiration from Glasgow’s urban landscape, Scottish culture and iconic athletic poses, I created an illustrative visual language that was both energetic and place-specific. Stylized athletic poses intertwined with Glasgow’s skyline and landmarks — resulting in a design system that stood out across all visual touchpoints.
Dynamic sports illustration for World Athletics, featuring fluid shapes, vibrant colours, and athlete silhouettes in motion, blending graphic design and artistic textures to capture the energy of global competition. - Graphic showing cultural references and inspirations
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.
Dynamic sports illustration for World Athletics, featuring fluid shapes, vibrant colours, and athlete silhouettes in motion, blending graphic design and artistic textures to capture the energy of global competition. - 4 Athletic Pictograms developed: shot Putt, Running, High Jump and Pole Vault
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
Dynamic sports illustration for World Athletics, featuring fluid shapes, vibrant colours, and athlete silhouettes in motion, blending graphic design and artistic textures to capture the energy of global competition. - % Glasgow Landmarks: SEC Armadillo, The Duke of Wellington Statue with the Cone, Clyde Ark AKA Squinty Bridge, The Arena, Glasgow City Chambers
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.
Dynamic sports illustration for World Athletics, featuring fluid shapes, vibrant colours, and athlete silhouettes in motion, blending graphic design and artistic textures to capture the energy of global competition. - Master Composition with Female Prominence
Impact & Results
• Delivered over 100+ bespoke assets across digital and graphic design
• Created a brand identity and visual language that resonated with athletes, spectators, visitors, and Glasgow residents alike.
• Elevated the city’s branding and sporting legacy by blending a illustrative strategy with design execution.
Let’s connect and make your brand come alive.
If you're planning an event, campaign, or brand activation that needs a fresh visual story, especially one rooted in local identity or expressive illustration , I’d love to collaborate.
Get in touch​​​​​​​
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