Puma Football

Creative Insights; 2014 World Cup Uniforms

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Built on the success of previous tournaments, I was invited by Puma to collaborate at the start of the creative process for their 2014 World Cup uniforms. The challenge set was to create a fresh, versatile visual language while retaining the values of a wider brand message. A design compass was developed to strategically deliver a visual language that, if needed could communicate with consistency across all three Puma Football silos. Design filters were created on macro and micro levels to generate creative insights that centred around performance from emotional, cultural and psychological perspectives. The directions set within this project were then translated by Puma onto the national kits which were worn by their eight partnered teams at the 2014 FIFA World Cup™ in Brazil.