A suite of advertising artwork in a range of print and digital formats, promoting IAAF corporate messaging and flagship programmes and competition events. The brief was to create a sustainable ‘family’ of ads, demonstrating a subtle evolution of the IAAF brand work.
9 separate creative briefs answered in 2014
Editorial planning / editorial
Photography and illustration
We created a brand new member publication for the IAAF, which picks up the baton from the Federation’s previous, annual Yearbook title with an ambition to be more fresh, more relevant and more representative of the IAAF’s broad mandate as the global guardian of athletics in all its forms. ‘365’ combines news, interviews, analysis and in-depth features, cutting across all areas of a modern International Federation’s activity. ‘365’ was shortlisted for Best Specialist Communication at the International Content Marketing Awards in 2014. The title has been recommissioned annually.
#1 – ‘The best volume on sport, period. Get one if you can! Way the sport should be covered!’ – Run Blog Run
x2 Second print run of the launch issue ordered to meet demand
As part of its centenary celebrations, the IAAF wanted to produce a brochure documenting the achievements of the 10-year Athletics World Plan – a key policy initiative of the outgoing President, Lamine Diack. We developed an imaginative response, centering on a creative format choice of a booklet within a booklet, allowing us to tell – in a highly engaging way – the story of a global project with local impacts. The over-size outer brochure, featuring a real custom race bib on its cover, delivered a considerable impact among the Gala guests.
10 original illustrations took the IAAF brand into new territories and helped set the tone for subsequent corporate creative work