CLIENT:
International Olympic Committee
International Olympic Committee
Role:
Creative Direction
Design Direction
Visual Storytelling
Creative Direction
Design Direction
Visual Storytelling
COLLABORATORS:
Account:
Monica Gojman
Caroline Michelman
Design:
Chelsea Peterson
Account:
Monica Gojman
Caroline Michelman
Design:
Chelsea Peterson
Disciplines:
Global Campaign
Outdoor
Print
Athlete Communications
Inclusive Design
Global Campaign
Outdoor
Athlete Communications
Inclusive Design
The identity gives Carbon a visual language that feels as engineered and forward-thinking as the homes it builds.
The challenge
The IOC Athletes' Declaration covers important subjects, including integrity, clean sport, athlete representation and career development. But in its original form, it read like an institutional document.
The campaign needed to connect with athletes across countries, cultures, languages and sports without losing the declaration's meaning.
The creative approach
WHAT I LED
• Creative direction, design direction, and visual storytelling
• The "A Stronger Voice for Athletes" campaign framework
• The recommendation to turn the formal declaration into a direct, athlete-centered message
• Design team direction across the campaign and collateral
• An accessible visual system for multiple languages, cultures and markets
• Extending the campaign across print, outdoor and athlete communications
The IOC Athletes' Declaration covers important subjects, including integrity, clean sport, athlete representation and career development. But in its original form, it read like an institutional document.
The campaign needed to connect with athletes across countries, cultures, languages and sports without losing the declaration's meaning.
The creative approach
"A Stronger Voice for Athletes" reframed the document as a shared statement of what athletes deserve and the responsibilities they carry as members of the Olympic Movement.
We put athletes at the center of a bold graphic system built from the IOC's existing color palette. Direct messaging and accessible design let the campaign work across print, outdoor, athlete communications and multiple languages. Keeping it simple is what let the message travel to a global audience.
WHAT I LED
• Creative direction, design direction, and visual storytelling
• The "A Stronger Voice for Athletes" campaign framework
• The recommendation to turn the formal declaration into a direct, athlete-centered message
• Design team direction across the campaign and collateral
• An accessible visual system for multiple languages, cultures and markets
• Extending the campaign across print, outdoor and athlete communications
The outcome
The campaign made the declaration easier to understand and act on. It supported Athlete 365's larger mission and gave athletes a message they could see themselves in, across markets, languages and levels of competition.
The Athletes' Rights and Responsibilities Guide
Other Collateral
