Background:
The annual EuroCup Festival is a DHL initiative aimed at encouraging employee engagement, bringing together 55 countries and entities from across Europe for a weekend of football and cheerleading. The objective was to enhance company engagement, promote internal strategies, boost brand affinity, and create an enjoyable experience. The task involved creating the entire festival, including branding, communication campaigns, stage design, entertainment, AV, and merchandise, with a focus on digital and print design.

Solution:

The process began with user research and developing the event’s visual identity, followed by designing the registration site and user-friendly design toolkits for regional use. These toolkits encompassed marketing materials, such as logos, email templates, posters, and merchandise. The project also involved designing multiple large-scale print items, merchandise, a responsive website, as well as assets for a dedicated event app. Collaboration with stakeholders, external developers, and creative directors ensured the functional implementation of the designs.

Results:
The EuroCup event saw participation from 48 football teams and 32 cheerleading squads, generating excitement among attendees and boosting employee engagement. A post-event survey revealed that 99% of participants were motivated to perform better at work. With over 3,200 attendees, the event demonstrated a high level of brand affinity and wide geographic reach.