Working in collaboration with Glasgow Life and World Athletics, I delivered a brand new creative for event time for digital campaigns, collaterals, OOH and event activations. 
Evolving from an existing visual identity, the objective was to create an exciting
new look exploring Scottish and athletics cultural inspirations:
• Brand development of a unique inclusive and diverse illustrative look.
• New brand assets: 4 action poses, 5 city pictogram and 2 compositions.
• Roll-out and design support across event collaterals.
Glasgow, a diverse city with unique culture and people.
The World Athletics Indoor Championships Glasgow 2024 takes inspiration and meshes up and live sport, art, pop and local culture to create a truly Scottish look.
The graphic DNA
Grid system
Inspired by the Tartan, we set up a grid system using modules in three sizes
(3x3, 6x6 and 9x9) to create a modern Scottish pattern. The 45-angle axis is
helpful as a base to overlay graphic elements.
The tartan inspired grids work as a baseline for laying out graphics and create unique assets that can be cropped for abstract applications.
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.
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
The slogan graphic
The word "Gallus" is a Scottish slang that means "boldness". With that concept in mind, we created a typographic language that combined the World Athletics font with an expressive typeface. This idea adds a human touch to the sport's energy and performance.
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.

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