FIFA U-20 World Cup
FIFA U-20 Chile 2025 is a global celebration of emerging talent and cultural connection. We repositioned the tournament for a new generation with a bold identity that honours football’s future and the spirit of Chile, built to move across every FIFA touchpoint.
Challenge
A global celebration of emerging talent.
In a world saturated with football content, youth competitions often struggle to capture attention and cultural relevance. FIFA wanted to reposition its youth tournaments as more than development platforms, but as moments of collective pride and celebration. For Chile 2025, the challenge was to build a scalable brand that could connect emotionally with younger fans, stand out on the global calendar, and authentically reflect the spirit of the host nation.
Solution
We wove Chilean culture into a global brand system.
We built the brand around the idea of the fabric of the community, a concept rooted in heritage, connection, and pride. Inspired by Chilean tapestries, the visual identity weaves handcrafted detail with the rhythm and energy of football. Textured graphics suggest woven threads, vibrant colours reflect Chile’s diverse landscapes, and expressive typography adapts fluidly across formats. From motion graphics to stadium environments and digital platforms, every element was designed to move, ensuring the brand feels authentic, unified and alive across FIFA’s global stage.
Results
The spirit of football.
The launch of the new identity generated immediate momentum, outperforming previous youth tournament benchmarks in early engagement. Fans, media and partners embraced the story, making it a central part of tournament activations. The system resonated locally by celebrating Chilean craft while connecting globally through bold, youth-led design. By reframing the tournament as both showcase and celebration, FIFA created a brand that feels relevant to Gen Z and scalable for future editions worldwide.
