Branding for the World Para Athletics 2017
Milani developed the branding for the inaugural World Para Athletics Junior Championships and implemented the new look at key event touchpoints.
From branding to social media and guerrilla marketing— a powerful story
The World Para Athletics Championships, known as the IPC Athletics World Championships prior to 2017, are a biennial Paralympic athletics event organized by World Para Athletics, a subcommittee of the International Paralympic Committee. In 2017, the World Para Athletics Junior Championships took place for the first time. Therefore, the SPC needed a compelling new branding for this event.
Milani organized a campaign concept competition, in collaboration with the SPC and students from HTW Chur. The teams developed a concept imagery and messaging, as well as a social media strategy and a guerrilla action.
Milani implemented the inputs and core ideas of the winning concept creatively and was responsible for the development of the imagery, the concept story and the marketing of the event via social media. The event was a complete success. Athletes from all over the world and numerous spectators attended the event.
