Tilt kicks off with Homeless World Cup idents

Tilt Design has worked with brand consultant Marc Ortmans to create a series of idents for the Homeless World Cup, which kicks off in Milan next week.

The international football tournament, which has been running for seven years, sees teams of homeless people representing their countries. It is supported by organisations including Uefa, Nike and the United Nations.

Edward Dalton, co-creative director of Tilt, says the consultancy was appointed directly to the work in June due to a relationship with HWC brand guardian Ortmans, and previous work with Uefa. The HWC identity was created by Why Not Associates. Dalton says, ‘The key thing we wanted to do was capture the energy of the event and depict the journey the players have made.

‘The organisers see the goalposts as the iconic feature of the brand, so we used an approach that would make them a focus of the idents.’

The idents will air globally on channels including Eurosport and Sky during the tournament, which runs from 6-13 September.