FIBA World Cup Qatar 2027 Qualifiers

Context

The French Basketball Federation (FFBB) entrusted me with the art direction for the French national teams during the qualifying phase for the 2027 FIBA World Cup in Qatar.

Project Mission and Objectives
Design of a comprehensive visual identity accompanying the French teams' journey to Qatar. The project integrates modular and customizable templates through dynamic objects, enabling effective adaptation across all communication materials.

Creative Universe
The art direction revolves around a fusion between the French national team's DNA and Qatari identity: color palette inspired by Qatar and unique to each team (women's and men's), distinctive graphic patterns, visual references to the French national basketball teams.

Court branding

From screen to hardwood

The art direction doesn't stop at the communication visuals: the same graphic system was rolled out across the playing area, over several qualifying dates. Court and baskets, the Qatari palette, the patterns and the France team markers scaled up onto the floor, then onto the backboard structures and basket padding. With specific attention paid to how it reads in wide camera shots and to FIBA marking regulations.

Photo credits: Armand Lenoir

Templates

Multi-format templates for real-time publishing
The concept rests on three pillars: ease of use, full functionality and instant adaptability. Thanks to the dynamic-object system, a single adjustment automatically generates every format needed.

Operational benefits
This setup makes editing the visuals extremely fast, including live during games. The communications team can produce content in record time, without pressure, and react instantly on every platform.