World Masters Games
Brand Identity

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In 2017, Auckland, hosted the largest multi-sport event in the world, the World Masters Games. The Games are about more than just winning, so the brand we were asked to create needed to embrace and convey the joy of taking part and the love of sport. This reflected the age group of the athletes, dedication to their craft and sporting prowess.







We were asked to create a brand system that was passionate and expressive, and for all elements to work seamlessly while still allowing bespoke creative (not cookie cutter).




All World Masters Games material needed to have a sense of: celebration, destination, and sport to entice competitors and their families to come all the way to the bottom of the world. Celebration: with the expressive strokes in the logotype, at the core being the painted athlete in an opening run, typography, colours and illustration. Destination: Specific imagery of New Zealand, the people, the land and Maori patterns (Takarangi). Sport: The thread through it all. Bringing many nations together for a fun and challenging event that highlighted Auckland as a key destination.





The scope of the project was huge spanning nearly 5 years and included developing the core strategy, logo creation, typography, photography, advertising, collateral, interior design, stadium graphics, way-finding, social media and website. We also collaborated with Native Council to develop the Maori takarangi pattern woven into all brand materials telling the story of connection and embrace.






• 28,000 participants (2x Summer Olympics / 3,500 more than target) 
• 3,500 volunteers 
• Over 100 countries 
• $53m into NZ economy 
• “best games ever” IMGA President.