Develop and execute creative direction for the 2019 London Youth Games in partnership with Nike London design studio.
The London Youth Games is an all-inclusive, fun, energetic-filled games for under 16-year olds based in London. They intend to promote and engage London Youth’s to keep fit and active with a healthy level of competitiveness and inclusiveness. This year attracted over 1.5 million people taking part. We were tasked with working directly with Nike London to develop and execute the 2019 events creative direction. We worked with 2 other agencies, R/GA who managed the digital execution and XYZ who managed the event.
We wanted the participants to feel proud to be from London and to be participating in games for their specific borough. Their barriers might be that they are from low income backgrounds so they want to feel that they are supported and encouraged by LYG to do their absolute best and to be proud to be representing their borough, no matter the politics. Our overall aim was to ensure the designed collateral inspires the young athletes participating and makes them feel proud to represent their London borough now and in years to come.
- Client: Nike and London Youth Games
- Role: Design and creative direction partnership with Nike, R/GA and XYZ