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.
For the FIFA Qatar World Cup 2022, I was tasked with designing the set for England’s daily online programme 'Lions' Den' using our custom branding for the tournament. The challenge with this project was mainly to do with location. As the tournament was being held in Qatar there was no chance to view the location for the set in person, so all references were through online calls and photos. The result was a great success, with many of the team and staff engaging with the design and reposting it to their social channels.
