The FISHKA Football Cup aims at bringing the two continents closer together and strengthening the spirit of cooperation between the two unions and Ethiopia, the hosting country. If successful, it will be held annually. The event is in preparation. 

CASE STUDY: FISHKA Football Cup – Two Unions, One Goal

Challenge

After the success of MAISHA Dance, we were brought in to develop the concept and branding for the FISHKA Football Cup—a high-profile initiative of the EU and AU, designed to promote unity and youth engagement through sport. The project began with a request for a concept note to attract partners, international football players, and sponsors. But timelines kept shifting, and internal communication was often stop-and-go. Despite the uncertainty, we were tasked with bringing clarity, structure, and standout design to an evolving brief.

Approach

We developed the full visual identity around the tagline “Two Unions, One Goal,” capturing the collaborative spirit of the EU-AU partnership. We wrote and designed the concept note, which helped spark international interest. From there, we rolled out the full design system: logo, website, social media assets, player kits, and even the game ball. Alongside the creative rollout, we streamlined the delegation’s internal tools for social media management—cutting down friction and helping the team operate more efficiently across platforms.

Key Features Delivered

• Full branding and visual identity
• Concept note for stakeholder and sponsor engagement
• Logo, tagline, and event voice
• Website and social media graphics
• Game-day materials: player outfits, marketing assets, ball design
• Back-end streamlining of comms tools for better team coordination

Results

Although the event was postponed, the designs received continuous praise from the end client. The visual identity helped strengthen the relationship between GFA and the EU Delegation, and I was ultimately brought into direct contact with the client’s representative—saving time and easing coordination. The FISHKA identity now stands ready for activation, fully developed and ready to roll.

Reflections

What felt like a moving target at times turned into a finished project I’m truly proud of. Despite unclear timelines and a complex feedback loop, everything was delivered on time—with a strong, lasting impression.