Lionesses Euro25 Tournament Branding
Twelfthman were tasked with creating a home-from-home for the Lionesses during UEFA Women’s EURO 2025 at the Dolder Grand in Zurich. Inspired by the hotel’s art collection, our Exhibit England concept celebrated the team’s past, present, and future through a gallery-style approach that balanced performance and relaxation. A versatile colour gradient shaped the space, creating calm zones and high-energy ‘switch on’ areas, punctuated by bold storytelling moments, lenticular displays, and the now-iconic ripple lion.
Inside camp, we designed the That Lionesses Podcast studio as a relaxed, domestic-style lounge to capture natural conversations. Beyond basecamp, we created a micro-identity and promotional assets for the first-ever England Fan HQ in Switzerland—an immersive, energetic space for Q&As, fan interaction, and pre-match celebrations.
After the Lionesses secured victory, the identity flexed seamlessly for the homecoming parade, from bus graphics to mall staging and social content. What began as a private sanctuary became a national, living exhibition of pride and progress.
