Quai 54 XV • Event Design
Event Design / Branding
Client / Partner: Quai 54
Creative Direction: Thibaut de Longeville
Art Direction & Design: Alexander Wise
360 Creative has been involved with the Jordan Brand-sponsored Quai 54 World Streetball Championship since day one, starting in 2003. We created the tournament’s visual identity, designed to enable the venture to evolve from an annual event into a brand of its own.
15th Anniversary visual package
To celebrate its 15th anniversary, we created a special design package including:
• A 15th Anniversary logo in roman numbers, as well as a 15th anniversary logo lock-up
• A symbolic color palette mixing both Parisian colors (red, white, blue) and African colors (green, yellow and red being commonly used throughout West Africa)
• A bespoke typeface made of primary graphic shapes
• A set of primary graphic shapes designed to complement the typeface and the “XV” logo lock-up
• A graphic pattern combining these elements into a proprietary design item specific to the 15th anniversary, which was used in multiple features of the event branding including court design, arena design, event signage and more.
Mixing Bauhaus influence with 15th anniversary symbolism, this visual package was designed to represent the African roots as well as the Parisian identity of the Quai 54’s core community while celebrating its spectacular 15 year journey, growing from a small local grassroots tournament to the world’s biggest outdoor basketball event.
The consistency between the visual language used in the event design, the product collaborations design and in our social media marketing assets is a key component of the Quai 54’s success as both an event and a brand.
Court design
This celebratory visual identity system was applied to all aspects of the 5000 seat arena, facing the Eiffel Tower: the court, the stands, the event village as well as video content displayed on giant screens set up at the four corners of the arena were all branded using parts of whole of this bespoke visual system.
Arena
The four stands in the arena were distinguished by four primary colors, making both ticketing, event signage and event communications easier for all involved.
The graphic pattern and the color panels reproduced on the back of the stands were used as backdrops for professional photo shoots as well as countless Instagram posts created by the various athletes, entertainers, influencers and spectators attending the event.
Conceived to heighten the visual experience and encourage both on & off-court image capture, the 15th anniversary arena was the most striking, most effective and most instantly recognizable environment design for Quai 54 in the 15 years of existence of the event.
Event poster
Eye-catching posters were posted in and around Paris in the weeks leading up to the event, promoting the tournament while announcing its 15th anniversary color coding on the city's walls.
NBA Live video game integration
Quai 54 was featured in EA Sports’ flagship basketball video game NBA Live for the second time, following up to the success of its integration in the previous edition of the game.
We managed this innovative partnership with EA Sports, and worked closely with the EA Sports development team to reproduce as faithfully as possible all aspects of the 15th Anniversary event design in a slick 3D and playable environment, incorporating the court design, stands, and overall event environment.
