IAAF World Championships London 2017

Creating a big voice for the IAAF World Athletics Championships — inspiring the next generation of athletes by celebrating today’s. A large-scale project, the identity was inspired by athletes’ motion trails and supported by the line ‘See the Best, Be the Next’. The vivid identity became the most Instagrammed event ever at the Olympic Park, and holds the Guinness world record for ticket sales to a non-Olympic athletic event.