The Journey

by Client: International Association of Athletics Federations
The Brief

We were commissioned to produce a brochure documenting and celebrating the achievements of the IAAF’s 10-year Athletics World Plan. The IAAF wanted the publication to be a leave-behind for guests attending the organisation’s Centenary Gala celebration.

Creative Approach

We challenged the ambition of the original brief with an innovative, high-impact concept comprising an oversize and in-bound booklet.
Our narrative-led editorial approach was designed to amplify the story of the sport’s global growth.

We used original (info)graphic and illustration work to support the storytelling and countered the lack of relevant photography.

The Results

‘The Journey’ gained great client and delegate feedback.
The original illustration style has since been applied to other IAAF materials.

The publication has inspired original works of art: the client asked for nine illustrations depicting IAAF projects worldwide to be created as standalone prints.