What advice would you give to young designers looking to contribute to the growing visibility of women’s sport?
Design is subjective, and imposter syndrome is real, but the key is to close the gap - choose an area you’re passionate about, learn everything you can, and practice until it becomes second nature. Expertise comes from effort, not just experience. In women’s sport, having confidence in your voice is crucial; don’t let outdated perceptions make you feel like you don’t belong at the table. The difference between those in the room and those outside it is often just opportunity and belief - claim yours, and create the work that will shape the future of women’s sport.
Tell us a little bit about your experience working for FIFA, one of the largest governing bodies in sport. Are there any campaigns you are particularly proud of?
Working with FIFA has been a fantastic experience, particularly being part of the Women's World Cup 2023 and FIFA’s Concussion campaign. These projects had real impact - whether it was helping shape a global tournament that inspired millions or working on a campaign that raised awareness about player safety.
For the Women’s World Cup 2023, design played a crucial role in building excitement and amplifying the visibility of the tournament. The branding, visuals, and storytelling all helped to shift perceptions, positioning women’s football as a spectacle in its own right rather than just a counterpart to the men’s game.
The Concussion campaign was important because it wasn’t just about aesthetics - it was about delivering a clear, urgent message on player welfare. The right design approach meant we could cut through the noise and reach the right audiences, from grassroots to the professional game, ensuring people understood the importance of concussion protocols.
