Sport
for Good
Three years of ongoing creative direction for the Spanish chapter of one of sport's most recognised global foundations. Its credibility rests on Laureus Research, which measures the real impact of sport as social change.
The annual Laureus World Sports Awards, whose prestige funds that work on the ground, completes the picture.
The studio covered annual reports, digital presence, campaign, and communications.
A foundation building
presence in Spain
The Laureus Sport for Good Foundation — backed by Mercedes-Benz, IWC Schaffhausen and Vodafone — uses sport as a tool for social change. The Spanish chapter, established in 2006, needed to build its own institutional voice while working within a visual identity defined by the international organisation.
The mandate was to bring editorial intelligence and narrative coherence to everything the foundation published, broadcast and communicated in Spain over three years.
The scope included art directing the annual reports, designing and managing the website, producing newsletters and video assets, and conceiving the national campaign against childhood obesity and sedentary lifestyle.
Working within
the system
The international visual identity set the rules. The challenge was building editorial intelligence on top of that foundation.
- 80-page annual report, full narrative arc
- Layout design, infographics, typographic grid
- The foundation's primary institutional document
- Website designed, built and maintained
- Press hub, project showcase, newsletter archive
- Updated in real time around major events
- "All Together Now" — anti-sedentarism campaign
- Strategy through final artwork
- Print, web banners, outdoor, presentations
- 7 editions, November 2009 – May 2010
- Produced and distributed via subscriber list
- Kept the foundation visible between major events
Laureus World Sports Awards 2010 ceremony — Abu Dhabi
One year
shaped into one story
The 80-page annual report structured the foundation's year through strong photographic spreads, data infographics and a rigorous typographic grid. The design respected the Laureus international system while giving the Spanish edition its own editorial voice.
The annual report was the foundation's primary institutional document — the one piece that went to sponsors, government contacts and the international organisation directly.
The Spanish edition never broke from the Laureus identity — it just found its own way to speak it.
A living
institutional platform
The website was a real-time communications hub for the foundation: press releases, event countdown timers, video gallery, newsletter archive, PDF press kits, and a clipping library updated by media coverage.
Updated in real time around major events like the Abu Dhabi awards ceremony. By H2 2009, it was receiving 2,500+ monthly visits and had become the second most-visited Laureus national chapter online.
Sport can
change the world
The creative partnership produced an integrated communications system that grew the foundation's Spanish media presence to over €1.27M in earned media value in 2009 alone — and positioned the foundation as the most-visited Laureus national chapter online, second only to the UK.
