FIFA World Cup 2026

Artwork for the FIFA World Cup 2026™.

We decided to use the official branding from FIFA in order to create a connection between the artwork used on ITVX and the official look of the tournament as a whole.

On ITVX a total of 52 live matches and highlights of all 104 matches were broadcast and available on catch-up.

A distinct visual difference was required to separate the live matches from the highlights. In order to achieve this I used the patterns as well as the specific colour schemes supplied by FIFA to create two unique visual pathways.

Concerning images, and due to STV's needs, there had to be a visual balance between England and Scotland. To achieve this we decided that the main live artwork would be neutral with regards to players and used images of German, French and Brazilian footballers.

The highlights artwork carried an images for Scotland and England placed either side of Argentina's captain Lionel Messi for balance.

There were thousands of assets created off of this artwork which served as a template for CRM, Social and partner marketing (Amazon, Apple, Samsung etc), far too many to showcase here, however, it is important to note that the aesthetic was maintained across all assets.

Further to the core assets for live and highlights matches there were many programmes created around the world cup, such as FIFA World Cup Classics, Stories from the City and Extra Time. Some of the extra programming was acquired from FIFA, the rest produced in house.

All of the extra programming was showcased together with the live and highlight assets on a rail situated at the front end of ITVX.