New Zealand and Australia – Drawing on its host nations' Indigenous heritage, a new campaign and visual identity for FIFA’s 2023 Women’s World Cup tournament spotlights Aboriginal motifs and references, paying tribute to the people and histories of New Zealand and Australia. The Beyond Greatness campaign, created by design studios Public Address and Works Collective, enlisted local artists Chern’ee Sutton and Fiona Collis to help develop a visual identity that is respectful yet energetic.
Taking inspiration from the Oceanic landscape, the campaign's colour palette is based on the rich biodiversity of the two countries, while the radial design of the logo is a reference to a familiar Indigenous motif found in Australia and New Zealand. In this instance, the symbol represents the fans, families and supporters that will travel to see the tournament, celebrating how sporting events can unite people across nations and cultures.
By uplifting Indigenous communities and diversifying the traditional associations of football, this campaign expresses the values of Graphic Activism.
When representing or working within a particular region or culture, companies should actively employ local designers and creatives to ensure understanding, inclusivity and respect in any creative output