Diversity House and Guide, Russia
Creating a safe place online and offline for the FIFA World Cup Russia, 2018
FARE is an umbrella organisation, combating inequality in football and using sport for social change through their event, Diversity House. Diversity House was set up as a place to celebrate diversity and explore the history, people and movements that are creating positive change.
Field were appointed by FARE to create a brand identity, advertising and exhibition materials for two destinations during the 2018 World Cup hosted in Russia. We took a sensitive approach to the identity and undertook visits to Moscow and St Petersburg to oversee installation and production. We depicted the iconic and beautiful architectural forms synonymous with Russia in illustrative form to use throughout branded material such as posters and flyers which were produced in both Russian and English.
Alongside installation pieces and printed material, we also built an impactful and functional website, which directed attention towards the exhibition and allows Diversity House to provide information, support and a safe space for minority groups travelling to Russia. The site was built to function on a CMS platform allowing FARE to quickly and easily update the site with content and guidance. The website crossed nationalities and cultures, alongside providing a useful resource for football fans.
Mindful of cultural and political troubles in Russia, we supported FARE throughout the project, including developing and re-deploying the website quickly and efficiently when blocked by Russian government, ensuring the site stayed live for those who need Diversity House’s vital support.
Throughout the World Cup in 2018 Diversity House received large scale exposure, appearing regularly on global news feeds and reached the third most read article on the BBC website.