In 2017, Auckland hosted the largest multi-sport event in the world, the World Masters Games. The Games are about more than just winning, so the brand we were asked to create needed to embrace and convey the joy of taking part and the love of sport. This reflected the age group of the athletes, dedication to their craft and sporting prowess. All World Masters Games material needed to have a sense of: celebration, destination, and sport to entice competitors and their families to come all the way to the bottom of the world.
The scope of the project was huge spanning nearly five years and included developing the core strategy, logo creation, typography, photography, advertising, collateral, interior design, stadium graphics, way-finding, social media and website. We also collaborated with Native Council to develop the Māori takarangi pattern woven into all brand materials telling the story of connection and embrace.