AUDIENCE:
International Olympic Committee / Athlete365
International Olympic Committee / Athlete365
Role:
Creative Direction,
Design Direction,
Visual Storytelling
Creative Direction,
Design Direction,
Visual Storytelling
Disciplines:
Global Campaign,
Outdoor,
Print,
Athlete Communications,
Inclusive Design
Global Campaign,
Outdoor,
Print,
Athlete Communications,
Inclusive Design
A declaration is only powerful when the people it represents recognize themselves in it and feel that it belongs to them.
The challenge
The Athletes’ Declaration formalized the rights and responsibilities of athletes across the Olympic movement. The creative challenge was to move it beyond the language of a formal document and make it feel immediate, human, and relevant across cultures.
The creative approach
The campaign framed the declaration as a shared expression of athlete agency. Bold, accessible design and clear messaging brought energy and emotional resonance to the initiative while remaining flexible enough for a global audience and varied communication formats.
The outcome
The system helped build awareness and participation by making the declaration easier to understand and identify with. It positioned the initiative as a meaningful extension of Athlete365’s role in supporting athletes on and off the field of play.
The Athletes’ Declaration formalized the rights and responsibilities of athletes across the Olympic movement. The creative challenge was to move it beyond the language of a formal document and make it feel immediate, human, and relevant across cultures.
The creative approach
The campaign framed the declaration as a shared expression of athlete agency. Bold, accessible design and clear messaging brought energy and emotional resonance to the initiative while remaining flexible enough for a global audience and varied communication formats.
The outcome
The system helped build awareness and participation by making the declaration easier to understand and identify with. It positioned the initiative as a meaningful extension of Athlete365’s role in supporting athletes on and off the field of play.
The Athletes' Rights and Responsibilities Guide
Other Collateral
