Euro 2020

The Football Association (FA) has a long-standing legacy and is tasked with overseeing all aspects of the amateur and professional game, including setting regulations and promoting the sport. The FA plays a crucial role in shaping and managing the sport of football in England for Euro 2020.

Horrible Brands - Euro 2020 England Brand Identity
Project Overview

Client: SportsWorld
Sector: Sport & Leisure
Category: Brand Identity & Graphic Design

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The Challenge

SportsWorld was preparing for Euro 2020 at Wembley and required assistance with elevating their branding and interior graphics to enhance the hospitality experience for players, friends, and families. With a tight timeline of just two weeks leading up to the tournament, there was a pressing need for quick turnaround of all marketing materials.

Horrible Brands - Euro 2020 England Brand Identity
The Solution

We were engaged as the brand agency to work alongside the in-house design team and collaborate with the marketing manager. We started by creating over 40 interior graphics, including window, door, and wall panels, to effectively brand the hospitality area and afterparty room. Adhering to the English FA guidelines, we prominently showcased all 26 players from Gareth Southgate’s selected squad.

Horrible Brands - Euro 2020 England Brand Asset Design
Horrible Brands - Euro 2020 England Brand Identity
Horrible Brands - Euro 2020 Branding & Graphic Design for assets

To enhance the overall experience, we designed and printed various branded items such as lanyards and security passes for the friends and family of each player to access the hospitality areas. We also created directional signage, place names, and digital table plans to ensure clear communication and ease of navigation.

Horrible Brands - Euro 2020 Guest Passes Design
The Result

The Euro 2020 tournament was a resounding success, with England securing a spot in the final. Notable players and ex-players attended the Wembley afterparty, where they danced the night away to the beats of DJ Benny Blanco and friends. Although England didn’t secure the win in the final, the hospitality management was a standout success. The quick turnaround and nimble approach to the branding and interior graphics ensured a seamless and memorable experience for all attendees at the Euro 2020 tournament.

Horrible Brands - Euro 2020 Table Passes Design
Horrible Brands - Euro 2020 Branding Case Study