Brand Design & Positioning
Strategy & Target Audience Analysis
Growing & Sustaining Brand Equity
Motion Graphics & Animation
Film, Corporate & Commercial Movies
FIFA is with 211 member associations the world-wide biggest sports association. In terms of politics and its operations one of the most complex organisations. The engagement with FIFA was very diverse as it incorporates various internal divisions and daughter companies in Switzerland and abroad.
FS Parker was involved in a multi-year, multi-project engagement supporting various divisions:
On one hand, there was the collaboration with the C-suite of the organization with its global corporate communication challenges as well as the yearly congress, the association’s Annual General Meeting as the communication flagship. This included the event design with its changing hosting countries, the consistent communication about the reforms of the organization, or the consultancy and branding of the organization’s world-wide project management and knowledge transfer initiatives from South Africa to Brazil, Russia to Qatar.
The challenge was to combine the CI/CD, the local tonality and the heterogeneous requirements of 211 members and its cultural elements. Helping the client to adhere to its corporate guidelines but bring the brand to the digital global world in a flexible, adaptable and forward-looking look&feel was very much appreciated by FIFA and its stakeholders.
We drove intense collaboration with FIFA Executive staff and the Secretary General’s Office to shape the key messaging at a critical point in the organization’s history. Through ongoing workshops, we were able to strike the right tone on communicating a series of sensitive and critical issues for the organization.
On the other hand, FS Parker supported the Communication division, the daughter companies FIFA Transfer Matching System (TMS) and the International Football Association Board (IFAB), or the Marketing department. For the latter our mandate included to consult all sales activities, creating a brand-refresh, digital content and building various communication tools for the world-wide sales activities from 2014-2022. For example high-end sales presentation assets and concepts for use in all key sales activities or sponsorship activation ideas.
Liaising with FIFA sales staff, we crystallized and gave focus to the value proposition of their global sponsorship commercial program. We then iterated through multiple feedback loops to visually capture and emphazise the key storytelling elements.
For FIFA TMS or the IFAB, we supported the service subsidiary company in pivoting their operations to a revenue generation mandate. We were tasked to provide a full spectrum rebranding, digital content engagement, including design and creation of all relevant communication assets for go-to-market commercial activities.
By imbedding ourselves into the subsidiary’s management and leadership team we were able to capture the DNA of the company’s purpose and reason for existence. Through this approach we were able to deliver a compelling and dynamic story to engage the global football market and advocate its new products and services.