ICON

VenuesLive approached us with an exciting opportunity – to help them create an annual international football event, featuring some of the world’s biggest clubs, playing ‘friendly’ matches at Perth’s Optus Stadium.

We created ‘ICON: Perth’s Festival of International Football’ – a brand and campaign experience designed to be emotive and urgent, sweeping fans up in excitement and anticipation through a dynamic 3-month local, interstate and international campaign.

ICON’s logo was born from the universal markings found on every football pitch in the world, with the shape of the slab serif ‘I’ forming naturally from above.

The strength and boldness of the logo was the perfect visual representation of the word ‘icon’, which led to the development of the custom wordmark spelling out the name, taking further cues from the pitch markings in particular with the ‘O’ representative of the centre circle and ball.

The logo ultimately became the visual anchor for all creative construction across the campaign.

Major sporting events are an engrained staple of modern Australian culture, so when defining ICON’s audience segments it was important to recognise that not everyone attending would be a die-hard football fan.

Our insights determined that most of our desired audience would have varying motivations behind their purchase. To reach these audiences in the most efficient way, we needed to first identify the key persona groups most likely to engage with and ideally purchase tickets to ICON.

VenuesLive is a global leader in venue operations and major event delivery, operating three of Australia’s most iconic stadiums.

Success in the event’s first year would be achieved through over 80,000 ticket sales across two matches featuring Manchester United, Aston Villa, Crystal Palace and Leeds United.