FIFA WORLD CUP 2018
Dressing and Signage
From February to July 2018, I served as the coordinator for navigation and stadium and city branding in Volgograd for the 2018 FIFA World Cup. The FIFA World Cup 2018 was not just a football celebration but a true "Dream Project" for a brand developer. While not revealing all the secrets of the preparation, we share insights into the branding of various objects for this international sporting event.
Arches and player exit tunnel dressing
In any large project, setting priorities is key. The 2018 FIFA World Cup involved numerous client groups. The most important were the national teams, FIFA organizers, and commercial partners, without whom the event wouldn’t be possible. Following them in importance were VIP guests, hospitality programs, media representatives, and broadcasters. Finally, the audience, both in the stadium and watching from screens, played a crucial role in the event’s success.
Satisfying marketing partners is crucial
Sponsors and partners are key to making the event happen and ensuring its spectacular presentation. It's important to maintain balance in advertising visibility when required, such as ensuring equal representation for brands like Coca-Cola and BUD, with the number of boards being strictly the same. For more details, visit the original page here.
Testing people is essential for any event
Trial runs help evaluate contractors' efficiency in handling unexpected issues and test internal communication within the team. These exercises also highlight interactions with facility management companies, service providers, and other people involved in the process, ensuring everything runs smoothly.
Testing the venue was an important part of the preparation
Before the World Cup, three matches were held at Volgograd Arena, providing a chance to test the temporary signage and how it held up on various surfaces. This allowed for adjustments, replacing less practical signage with more effective options in time for the main event.
Testing everything is crucial, from flags to branding placement
Factors like flag size and wind strength can affect their appearance, and even player benches proved challenging under the intense Volgograd sun. For sensitive areas, like team drop-off zones, branding was tested well in advance. The branding method for the benches was revised three times at Volgograd Arena until the desired outcome was achieved.
Volgograd Arena welcomes FIFA2018 World Cup guests
Double-checking is key
The stadium under construction was a dynamic environment. Measurements for branding surfaces were taken during the building process, and close attention was paid to the installation of essential structures. A custom 18-meter fabric banner was ordered specifically for the interview zone, and any deviation, even by a centimeter, could have created challenges.
Reassure
To be cautious during navigation installation, adjustments might be necessary, such as moving a sign a few meters. To maintain accuracy, directional arrows and "You Are Here" markers can be printed separately and applied over the original design, but this method works only for temporary signage.
Finding flexible solutions is key in event setup
Not all infrastructure looks good on TV, and unsightly elements need to be concealed without compromising functionality. For example, a banner covering ventilation equipment could cause issues, so a removable structure was designed to cover it only during team arrival shoots.
Consider wind loads
Wind load must be considered when installing banners, even mesh ones, as they can increase the wind resistance of structures. To prevent fences from toppling under the strain, it's best to reinforce their foundations before experiencing strong winds.
‘Thank you’ in Russian - from the Japanese team left in the Volgograd Arena locker room
Take care of the cleaning
It’s important to consider the cleaning needs of branded structures, as they’ll be exposed to dust, debris, rain, and more. When ordering materials, check with the manufacturer for care instructions, as some banners can be washed, while others require special handling. This information should be shared with the maintenance team, and materials should be chosen based on their purpose, weather conditions, and expected usage period.
doing it all at once
Involving end users early in the branding design process can help address practical concerns. For example, a simple design solution like raising the front panel of a table can effectively hide microphone cables, improving both aesthetics and functionality.
It's all about the photo
Event guests will leave with millions of photos, and thousands will share their experiences on social media, telling those who couldn't attend about the event. When designing "Instagrammable" spots and photo zones, it's crucial to consider the background in the frame. For instance, when positioning the 2018 FIFA World Cup mascot Zabivaka, we paid attention to the stadium’s appearance, lighting, and angles for optimal photos, especially during evening matches.
According to survey results, 84% of visitors to Volgograd Arena rated its navigation positively, the best among the 12 stadiums hosting the 2018 FIFA World Cup in Russia. Additionally, Volgograd Arena was voted the best stadium in the world for 2018 on the Stadium DB fan portal.
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It wasn't just a contractual job; it was a DREAM. After many projects, it seemed there was nothing new to discover. But contributing to the successful hosting of the FIFA World Cup in Russia was a huge responsibility, immense stress, and also a new experience with unforgettable moments. It seems we all, who were part of organizing the World Cup in Russia, succeeded in creating an unforgettable football celebration and presenting our country proudly on the global sports stage.
Anna Yermakova
Creative Director at Brand to GO and served as the Dressing and Signage Coordinator for the 2018 FIFA World Cup in Russia from February to July 2018: branding, signage, and overall visual identity for the event.