Working with our event partner Limelight Sports TYC were challenged to create Nike’s first ever female-focussed football festival. Named ‘Marshes Takeover’ this event was a sports tournment like no other – combining matches and coaching clinics with music, food, fashion and beauty activations to curate a uniquely immersive event.
Our task was to design all brand, graphics and outdoor activations and had three main challenges:
1. Empower females in football, to coincide with the FIFA Women’s World Cup.
2. Exemplify Nike’s commitment to getting more young Londoners playing sport.
3. Entertain young females and their families to provide a memorable fun-filled day.
When designing something on this scale, it calls for a TYC road trip! So after visit to the Marshes and a collaborative workshop with the Limelight Sports team, TYC set about designing the identity and communications. Inspiration was derived from the wildly colourful team shirts from the Womens World Cup with each country having its own pattern. This was combined with the Nike guidelines and then wrapped all together with a new identity and a festival vibe.
Next up was the design of the festival villageitself. This included a stage, dj booth, selfie stations, bean bags, food trucks and shady pitched tents for all activations. The site also had all facilities we needed to look after attendees, including 31 spacious changing rooms, boot cleaning station, first aid office and hydration stations. An exclusive players-only mindfulness tent was also installed for yoga sessions, so that in between games our players were kept calm and cared for.
TYC designed navigation signage to make getting there super easy for our youth and families
Our brief was to launch a football event like no other, to reflect Nike’s commitment to empowering females in sport. With a turn out of 2,500 people, 79 teams and 1,200 women and girls we maxxed KPI's by:
• Creating hype to guarantee attendees – boosting social posts across Nike channels, sending invitation emails to local clubs, and designing a microsite with fun lineup and effortless registration.
• Careful site planning to ensure crowd control and maximise all facilities of the venue.
• Cost-efficient and sustainable design to comply with council requirements of the grounds.
• Using a colour co-ordinated system for wayfinding to help younger attendees at the huge venue.