Role: Brand Designer (Visual System & Application)
Scope:

• Defined the brand identity system in partnership with core stakeholders

• Developed a cohesive visual language spanning typography, textures, photography, and layout

• Designed flexible templates for social media, web, and club usage

• Delivered production-ready assets including CTA buttons, copy holders, and branded backgrounds

The Challenge

Create a visual identity for VOLTA that reflects street football culture while remaining consistent with FIFA’s overall branding in its early years. The system needed to be modular, easily refreshed annually, and adaptable across global markets, formats, and languages.

Core System

A foundational identity rooted in authenticity and street culture. This layer remained consistent year over year and included:

• Street-inspired color palette and typography

• Photography and video standards

• Editorial tone grounded in realism

Annual System

A flexible, evolving layer refreshed annually to stay culturally relevant. Included:

• Year-specific color palettes, graphics, and typography

• Stylized photography treatments

• Motion and editorial design systems

Results

• A scalable, repeatable system adaptable across print, digital, and in-game assets

• Strong cultural relevance and creative freedom within a structured framework

• VOLTA established as a distinctive brand within the FIFA ecosystem