Grass Roots
Grass Roots celebrates football beyond the stadium — the streets, cages, parks and beaches where the game truly lives. Built around the idea that the world is your pitch, the identity draws from street signage as a symbol of place, ownership and local pride. The visual system balances structure with expression, subtly referencing the rawness of graffiti and street typography to introduce texture and edge across campaign applications. An urban-informed colour palette reflects the environments where the game is played, while a bold, sport-led typeface reinforces energy and momentum.
Year
2026
Conceptual
Design
Visual Identity
Branding
Art Direction
Copy writing
Positioned around the build-up to the 2026 World Cup, the campaign reframes the global tournament through a grassroots lens. Celebrating the everyday pitches and communities where football begins long before it reaches the world stage. Designed to translate across campaign, social and apparel, Grass Roots champions accessibility, collective pride and the universal language of the game.
