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
We turned a formal declaration of athlete rights and responsibilities into something athletes could recognize as their own.
The challenge
The IOC Athletes' Declaration covers meaningful subjects, including integrity, clean sport, athlete representation, and career development. But in its original form, it read like an institutional document.
The IOC Athletes' Declaration covers meaningful 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.
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 placed athletes at the center of a bold graphic system built from the IOC's existing color palette. Direct messaging and accessible design allowed the campaign to work across print, outdoor, athlete communications, and multiple languages.
Here, simplicity wasn't just a visual choice. It was how the message traveled clearly across a global audience.
WHAT I LED
• Creative direction, design direction, and visual storytelling
• Development of the 'A Stronger Voice for Athletes' campaign framework
• The recommendation to transform the formal declaration into a direct, athlete-centered message
• Direction of the designers across campaign and collateral development
• Creation of an accessible visual system designed to work across languages, cultures, and markets
• Extension of the campaign across print, outdoor, athlete communications, and supporting materials
WHAT I LED
• Creative direction, design direction, and visual storytelling
• Development of the 'A Stronger Voice for Athletes' campaign framework
• The recommendation to transform the formal declaration into a direct, athlete-centered message
• Direction of the designers across campaign and collateral development
• Creation of an accessible visual system designed to work across languages, cultures, and markets
• Extension of the campaign across print, outdoor, athlete communications, and supporting materials
The outcome
The campaign made the declaration easier to understand and engage with. It supported Athlete365's larger mission while giving athletes a message they could see themselves in - across markets, languages, and levels of competition.
The campaign made the declaration easier to understand and engage with. It supported Athlete365's larger mission while giving athletes a message they could see themselves in - across markets, languages, and levels of competition.
The Athletes' Rights and Responsibilities Guide
Other Collateral
