Bradford Live: World Cup 2026
A campaign identity and full asset suite for Bradford Live’s first large-scale World Cup screening event, delivered without official tournament licensing.
Project Details
Client: Bradford Live
Sector: Arts & Culture
Services: Animation, Branding, Campaign Design, Environmental Design
Year: 2026
Bradford Live reopened in 2025 following a £50m refurbishment and wanted to turn World Cup screenings into a city-wide event. With no official tournament licensing in place, we designed a full campaign identity from scratch, built to capture the excitement of the World Cup without relying on any of its protected branding.
A brief built around a constraint, not despite one
Bradford Live wanted to be the place Bradford came together to watch the World Cup: big screens, live music, a family zone, street food, and a VIP area branded as The Dugout. The ambition was to recreate the atmosphere of a live match inside an entertainment venue.
There was one significant constraint. Bradford Live had no official World Cup licensing, which meant no three lions crest, no tournament branding, and no official imagery of any kind. Rather than treat this as a limitation, we treated it as the brief. We designed a bold, energetic campaign identity that captured the excitement and patriotism of a major tournament entirely through original design: colour, pattern, typography and energy, with no reliance on protected marks.
Rather than treat the constraint as a limitation, we treated it as the brief.”
One identity, every format
The campaign needed to work everywhere Bradford Live’s audience would see it: a 10-second animated sequence on the venue’s external building screen, internal screens in both landscape and portrait, social and web assets in multiple aspect ratios, email headers, and a Facebook event cover. We developed the visual direction collaboratively with the Bradford Live team, refining the pattern style, colour balance and layout through several rounds of feedback to make sure the campaign felt right for the venue and the moment.
The result is a campaign that feels unmistakably World Cup in spirit without using a single piece of official tournament branding, rolled out consistently across every screen, post and printed asset Bradford Live needed.
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