Case Study: UEFA achieves a cohesive Euro 2020 brand extension with Skew

UEFA launches 6 collections and a 150-page style guide with Skew

The customer UEFA faced the challenge of developing a coherent brand extension strategy for the Euro 2020 tournament, lacking a unified approach for licensed merchandise. They needed a style guide to serve diverse fan demographics and multiple participating nations while supporting swift, research-backed design decisions for licensing partners. The vendor Skew was enlisted to create this style guide and lookbook.

Skew delivered a comprehensive solution, beginning with deep research and historical analysis before creating over 100 designs across six collections, including original illustrations and applied graphics. This work culminated in a 150-page style guide and an inspirational lookbook. The results were that Skew's designs were adapted by major global brands like Jules, Sports Direct, and Kiabi, leading to multiple product SKUs and a successful licensing program, followed by an invitation to collaborate on the 2023 Rugby World Cup.

UEFA