Bringing to life the Vitality Hockey Women’s World Cup in London with brand design through to onsite delivery.
We were involved throughout the process of creating and delivering the UK’s largest funded sporting event in 2018: from consultancy, strategy, ideation, design development, site planning, project management, logistics, artwork, production and installation. Along with dedicated project staff, we had regular collaborative sessions with England Hockey and the International Hockey Federation, as well as direct dealings with title sponsor, Vitality.
We first used the trophy design to inspire an event narrative, reflecting the coming together of international teams and fans, their journey, interactions and the culmination of the experience with the match action. Alongside this, we created an event architecture to map out all key spaces and the core event journey, so that all stakeholders could consider the sum of all parts to create a coherent, meaningful event experience.
We wanted the event branding to feature the sheen and prestige of the trophy, drawing eyes up to the clouds, but at the same time create flexibility with colour, assets and applications to suit different environments. The core black and gold would provide a consistent thread, with an extended palette providing integration for title sponsor Vitality, references to the city and venue. Player content and imagery would be introduced in key locations to add emotion in the build-up to the event.
We identified that three zones made up the core spectator journey and agreed each should have an integrated but clear identity for both functionality and profile. To achieve this, we created a clear zonal wayfinding system inspired by the London Underground and utilising elements of the trophy, to provide equal status to each zone and promote the identified walking route for spectators. A variation in colourways was also used to denote the zones.
Delivering the event
Planning began a year before the event kicked off, taking learnings from a number of international hockey events that we’ve delivered for England Hockey in the UK since 2015. Six weeks prior to the start our teams descended on the site at Lee Valley to start the build and ensure that the Vitality Hockey Women’s World Cup looked fantastic.
Utilising our owned production facilities, we created all event branding in-house including for the stadium in-bowl, the wayfinding solutions, the fanzone – Fan Central and the overall event venue.
Our installation teams worked tirelessly and meticulously to help create the professional yet vibrant look and feel that had an immediate impact upon entering Lee Valley Olympic Park and helped enhance the experience for the fans and players alike.
After 12 months in planning and a 6-week build, the event was a huge success with around 120,000 people attending the site throughout the tournament.
We worked really collaboratively with CSM Live to develop our event look and feel, and they provided a real turnkey solution. England Hockey were absolutely thrilled with the outcome, but it wasn't just us; the players, the fans and our partners were all thrilled too.