Photo credit Carly Ravenhall
Coca-Cola - championing global equality at Women’s World Cup 2023.
Coca-Cola painted the town red during it's unparalleled leadership experience at the FIFA Women’s World Cup in Sydney in 2023. With the key intent to highlight the drive for more equitable outcomes in the workplace and society. Not only with the eyes of Coca-Cola's leaders but the world on the event, the challenge lay in creative that stayed true to Coca-Cola's brand while introducing unique and fresh takes on the well-recognised brand elements, applied to a backdrop of Sydney's iconic sights and locations.
Photo credit Carly Ravenhall
Photo credit Carly Ravenhall
Photo credit Carly Ravenhall
As a major sponsor of the FIFA Women’s World Cup 2023, Coca-Cola took the opportunity to elevate the message of 'equality and leadership' across its global operations. It aimed to enhance brand visibility, showcase Australian culture, and create a lasting impact by fostering community and inspiration among diverse audiences during this global event.
A personal design dream—unparalleled in scale, prestige, and global significance.
As the lead design creative for Coca-Cola’s multi-day activation, I collaborated with the agency's General Manager and directly with Coca-Cola's project lead to deliver cohesive branding, program design, print and digital collateral, merchandise, and comprehensive signage solutions across events, locations, and transportation.
‘to intentionally create those opportunities for our under represented communities’
Photo credit Carly Ravenhall
Photo credit: Carly Ravenhall
The scope of brand application across high-profile events at prestigious locations was a key challenge. The first impression iconic Four Seasons Hotel floor take over and welcome collateral that greeted the global leaders was a particular highlight. The welcome event at the Sydney Opera House proved a particularly considered creative challenge where Australian cultural icons were presented in a sea of Coca-Cola red; every activation required seamless integration of Coca-Cola’s brand identity. Each venue presented its own complexities, from spatial limitations to the diverse range of materials required, while ensuring that Coca-Cola remained the focal point of each experience. Additionally, juggling stakeholder requirements from both the client and various locations added layers of complexity, necessitating careful coordination to balance the diverse needs and expectations of all parties involved.
The creative challenge and honour lie in designing captivating, fresh takes on Coca-Cola's iconic brand for prestigious events surrounding the FIFA Women’s World Cup 2023 finals in iconic locations around Sydney.
Elevated by the high-calibre guests, Nobel prize winners and sweethearts of Australian music. The project showcased the power of creative to associate a powerful message with an instantly recogniseable brand.
This was to be an unforgettable experience that reflected the global significance of the tournament with Coca-Cola leading the way for global equality.
The project included rigorous brand guidelines - six separate documents to be exact. Interpreting and crafting novel solutions that were on brand but fresh, required high level of competency, creative thinking and a few client conversations to achieve the balance between pushing for innovation and remaining true. The exhaustive VIS guidelines for both Coca-Cola and the FIFA Womens World Cup 2023 included logo, event designation lock-ups, composite logos, a strictly limited tri-colour palette, typography system, visual devices, brushes and photography. It was an incredible challenge to craft a unique visual brandmark for the event and rollout over 100 elements across print, digital, signage and merchandise.
Although humble in size the impact of the Welcome pack carried the significance of stamping a first impression of momentousness and dynamic brand sensitivity.
The design incorporated elements from 4 different suppliers, none of which were available as physical references during the prototyping or production.
‘those clever welcome packs – origami at its finest’
COCA-COLA
FOUR SEASONS FLOOR TAKEOVER
With a high volume of outputs, delivered within a tight timeline, the project deviated from the standard research, brainstorm, conceptualise, deliver model.
Liaising between, client, project manager, suppliers and sites required a responsive and agile approach to tasks.
Work was rapidly taken from brainstorm to fleshed out concept to client review, minimising exploration time and maximising the client feedback iteration process. Input from client stakeholder was a critical component to the project success. So drilling down on key elements as early as possible was essential, providing the space in the timeline for production and installation.
MOCKUP OF TAKEOVER
For an event program with many moving parts and suppliers in the hundreds, communication was critical. The project was developed remotely, therefore clarity and precision of specifications were particularly critical. I liaised directly with exhibition, signage, print and product suppliers throughout the production process. Providing clearly labelled artwork, with meticulously spec’ed supporting documentation.
Resourcefulness and intiative were necessary to source specifications, test mock-ups and assess locations remotely to ensure elements were suitably spec’ed in a timely manner so production remained on track.
Events were located at key sites across they Sydney skyline:
Sydney Opera House
Harbourside dining, Darling Harbour, performance by Delta Goodrem
Doltone House, Darling Harbour
Four Seasons
Icebergs, Bondi Beach
Super Yacht, Sydney Harbour Bridge
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Applied across project items
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invitations
EDM’s
travel itinerary
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Welcome pack
Letterhead
Program itinerary
Hotel key card and pouch
Program ID card and lanyard
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Welcome message on screen
Complimentary minibar signs
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Dedicated event registration zone
Dedicated concierge desk
Entrance signage
Coffee cart
Hotel signage
On screen content - small and large screens
Window decals
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Shirts
Jumpers
Jackets
Slacks
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Window decals
Media wall
Bars
Food stations
Main stage
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Fence decals
Digital signage
Seating plan
Menus
Table numbers
Branded umbrellas
Layout of event plan
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DEI Summit ID cards and lanyards
Entrance desk
Entrance wall
Media Wall
Hanging banners
Free standing speaker signs
Digital signage
Seating signs
Branded tote bags
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Bar
Bar stations
DJ console
Glass balustrade decals
napkins
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Window decals
Table menus
Coasters
Branded napkins
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Digital wall
DJ console
Stern decals
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Customised coach signage
Illuminated directional lollipop signs
Photo credit Carly Ravenhall
Australia on the world stage in 2023 was a moment of historical significance for women in sport and Coca-Cola embraced the platform to showcase they are leading the field in equality. It was a career milestone to participate in the team leading this project. The timeline demanded a high level of competency, professionalism and connection to collaborate with both client and agency. An immersive and - at times - nail biting project, the 6 day project came to life on a thrilling scale and received resoundingly positive feedback.
'thank you for your never-ending patience and turning everything into gold, especially Level 2 and the entry wall at the DEI Summit (my personal fave)!’
COCA-COLA
‘A huge heartfelt thank you for going above and beyond and showing, always, unwavering patience. Having you along for the ride has been so wonderfully refreshing.’
3 DEGREES MARKETING
Personal
reflection
Delivered deep in the thick of my most treasured role as primary carer to my children, at the time aged across pre-school and primary school, whilst also undertaking university studies. This project represents my unwaivering dedication to my great loves, family and creativity; shines a light on my ability to compartmentalise time, juggle multiple (and significant) projects/roles reliably, adhering rigorously to schedule, providing quality levels of connection to critical parties, whilst maintaining my expectations on quality creativity (and in case you’re wondering, I received an HD for my university units that year too).