Illustration | Branding | Event Dressing

FIFA World Cup 2022 Stadium Look Strategy

I worked in collaboration with FIFA as Lead Creative at agency WORKS to deliver the brand evolution and event look for the FIFA World Cup Qatar 2022, across competition and non-competition venues, host city, and key functional areas.
As host nation, Qatar invested in 8 architecturally and culturally unique stadiums, each designed to reflect local heritage and national pride. From the start, the expectation was that every stadium would be represented in a unique way.  Each venue was assigned a dedicated graphic pattern and stadium icon, both core elements in the event dressing strategy
A close-up ate façade repeatable dressing at Khalifa International Stadium during FIFA World Cup Qatar 2022
Qatar’s Open Doors Concept
Hosting the FIFA World Cup was part of a broader strategy for Qatar to present itself as a welcoming and open nation. As part of this vision, the country commissioned the development of the “Open Doors” concept — inspired by traditional Arab architecture, where archways symbolise hospitality, openness, and free movement without physical barriers.
This cultural idea inspired a key graphic element of the stadium dressing system. Drawing inspiration from the Arab archways, we developed “graphic connectors” that served as modular design features across venues, particularly effective in stadium tiers, façades, and corridors, enabling cohesive, repeatable branding across all locations while staying rooted in Qatari identity.
Animated graphic showing the construction of the "Open Doors" design element, inspired by traditional Arab archways. The animation reveals how the shape evolves into a modular connector used for cohesive stadium dressing and visual branding
The unexpected challenge
In the final phase of approvals, FIFA and the host nation proposed a radical change: each stadium would require a unique signature colour scheme. This last-minute shift had major implications for the broader colour strategy, impacting the consistency of branding across the full event ecosystem.
A close up of top tier of the stadium Dressing at AL Thumama Stadium showing FIFA World Cup Qatar 2022 Branding
Our task
1- Introduce new brand colours for each stadium that still felt part of the overall look and feel of the event.
2- Ensure these new colour systems worked in harmony with existing dressing across city look and functional areas, without compromising the colour logic.
A overview of the spectator concourse at Al Bay Stadium with large sale branding applications know as Supersites, at FIFA World Cup Qatar 2022
The solution
Each colour set in the brand identity was originally structured as a triad: one base tone and two accent colours. To expand this palette, we selected purple as the key connecting colour across the system. We then introduced new supporting tones, in addition to the existing brand colours, harmonised with purple, for each stadium that — allowing every venue to have its own look and feel  and unified under the wider brand umbrella.
Animated breakdown of the FIFA World Cup Qatar 2022 stadium colour strategy, showcasing how signature palettes were applied to each venue while maintaining brand consistency.
The impact
This flexible colour framework gave each stadium its own visual signature while preserving a consistent tournament identity, ensuring clarity for the spectators as well as a memorable event experience and seamless integration across venue and functional area applications.
Al Bayt Stadium
Event branding at Al Bayt Stadium featuring its unique pattern and signature colour scheme as part of FIFA World Cup Qatar 2022 stadium dressing

Lusail Stadium
FIFA World Cup Qatar 2022 visuals at Lusail Stadium, highlighting its golden pattern and vibrant signature colours in the event dressing execution

Khalifa international Stadium
"Branded overlays at Khalifa International Stadium, integrating its dedicated graphic motif and colour strategy into the tournament look and feel.

Ahmad Bin Ali Stadium 
Event dressing at Ahmad Bin Ali Stadium, applying its distinct visual identity and accent colours to enhance the fan experience and stadium presence

Education City Stadium
Education City Stadium dressed in its bespoke event graphics and custom colour palette, reinforcing its identity within the World Cup visual system

Stadium 974
Brand application at Stadium 974, using modular graphics and a vibrant signature colour to reflect the stadium’s innovative temporary architecture.

Al Thumama Stadium
FIFA World Cup Qatar 2022 visuals at Al Thumama Stadium, highlighting its diamond-shaped pattern and vibrant signature colours in the event dressing execution

Al Janoub Stadium
FIFA World Cup Qatar 2022 event branding at Al Janoub Stadium, integrating its flowing graphic elements and unique colour scheme into the visual identity.

Competition Areas
All competition-related zones, including team areas, technical officials’ zones, and the field of play surrounds, shared a consistent base colour palette across stadiums. The brand turquoise, paired with purple, created visual connection. However, each stadium also featured tailored elements, incorporating unique icons and patterns to reflect its individual identity within the unified event look.
Curious to learn more about the FIFA World Cup Brand? Check out my other event branding projects:
FIFA World Cup Brand Evolution
Bringing the identity of the World's biggest event to life.
FIFA World Cup City Dressing
Transforming urban spaces into fan-first experiences.
FIFA World Cup Functional Areas
Consistent branding across stadium, media, Hospitality and team operations.
FIFA World Cup Final Draw Event
The first hint of the new brand with premium look.
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