Three Lions
With the Lionesses EURO 2025 win firmly sealed, attention turned to creating a distinct and ownable England brand to work across numerous touchpoints during the 2026 FIFA World Cup. With the basecamp in Kansas being the main deliverable, the brand needed to connect both player and fan facing touchpoints.
The creative theme was titled ‘ Route 66’, tracing England’s path from ‘66 to ‘26. In the US, Route 66 evokes the promise of possibility and across the Atlantic, 1966 set the standard, and has been a moment England have chased ever since. This journey is a rare chance to create new memories, strengthen team bonds, and define a moment that stands on its own.
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.
