United States Women’s National Team
Client: US Soccer
Role: Art Director
USWNT Campaign for the 2023 FIFA Women's World Cup
U.S. Soccer collaborated with its first-ever Creative Collective to develop a campaign for the 2023 FIFA Women's World Cup. The Collective began working on the campaign in the fall of 2022, tasked with authentically sharing the USWNT narrative as it prepares to take the world’s biggest stage.
With goals in mind of uniting the country behind the USWNT athletes and connecting the team with current and prospective fans everywhere, the Collective partnered with U.S. Soccer’s marketing team over several months to inspire the campaign.
Kim Alpert - Creative Director and Strategist
Tara Aquino - Copywriter
Tarina Aumiller - Producer
Gifty Bellon - Designer and Motion
Benita Chen - Art Director
Ashley McCaffrey - Art Director
Kate Parker - Photographer
Alexandria Perryman - Sound Design
Sid Rhea - Designer
The campaign development involved remote collaboration by the collective, two in-person workshops, and was guided by input and feedback from the USWNT players and staff, U.S. Soccer’s Sporting Department, and fan research.
For years, the players who have worn the USWNT crest have developed a tradition of legacy and success. These women aren't just athletes, they're more than that. They can have an immeasurable impact.
They continually forge new paths and rewrite the rules both on and off the field. As boundaries are pushed and expectations defied, their lasting ripple effect is felt and seen by the fans who support them and by women throughout our nation.
With the 2023 FIFA Women's World Cup, the USWNT has the opportunity to make history.
As they venture into uncharted territory, stars will rise, not afraid to light the way. They know they're not only playing for themselves but also for those who have come before them and those who aspire to follow in their footsteps.
This campaign was inspired by the women who continue to illuminate the path less traveled and are beacons for future generations.
Moodboard
Design Elements
Exploration of cosmic bursts and trails was inspired by the USWNT players who continually light the way, and the ripple effect they create.
A package of 15 Cosmic Trail Textures was developed using imagery relevant to the USWNT including an American flag, prior FIFA World Cup trophies, stars, and more.
These Cosmic Trail Textures were produced on both dark and light backgrounds. In addition, a Photoshop action was developed to allow the client to create their own, new textures for an infinite toolkit of assets to use through the duration of the World Cup.
An overlay, inspired by abstract stars in the night sky, was paired alongside the Cosmic Trails Textures.
This inclusion also complimented the Nike kit worn by the USWNT during the 2023 FIFA Women's World Cup.
Typography
A campaign typography suite was selected including Timmons NY (header), Hudson NY Pro (subhead and supporting copy), and Adapter Mono PE (body copy).
Iconography
Another project deliverable was an icon set. The goal was to create a complimentary icon set that could also be derivative of our graphics, which can be used both as a graphic element for the campaign and for informational purposes.
Graphic Templates
A set of 8 social media graphics was developed to help highlight pertinent match and player information.
These graphics were made in several sizes and iterations to showcase the vast toolkit provided for use throughout the World Cup. Explorations utilizing both dark and light backgrounds were delivered for sponsorship flexibility. In addition, iterations using a combination of black and white photography, color photography, photo cutouts, and framed action shots were included to allow for easy and efficient editing on matchday by the client's creative and digital teams.
Environmental Graphics
To ensure a cohesive look between digital and physical, mockups were provided to showcase how the campaign elements could be carried throughout environmental experiences in-venue.
Campaign Teaser
Campaign Development
On July 9, 2023 the USWNT took on Wales in a Send-Off Match for the 2023 Women's World Cup. Several members of the Collective were able to attend the match and see the evolution of the campaign brought to life, by the creative staff at U.S. Soccer.
