BRAND ACTIVATION SPACE
Michelob Ultra x FIFA
CLIENT
Michelob Ultra
YEAR
2026
ROLE
Graphic Designer
DELIVERABLES
Environmental Graphics
THE BRIEF
Michelob Ultra, the official beer sponsor of the FIFA World Cup 26, needed a booth for the 2026 Restaurants Canada Show that would bring its global FIFA partnership to life. The main challenge was merging two massive brand identities into one cohesive space that reflected Michelob Ultra's premium "superior light beer" image while capturing the energy of the World Cup. The show drew more than 27,000 industry professionals and 1,300+ booths, so the space needed clear sightlines, functional interaction points and an inviting place for attendees to step in.
THE APPROACH
I developed the layout and large-scale graphics from the ground up in InDesign, ensuring precision across the large print formats. Michelob Ultra's signature blue forms the base, overlaid with a custom ticker pattern of FIFA World Cup and "A Superior Light Beer" messaging, which gives the booth a simple but detailed backdrop. I turned the brand's iconic red ribbon into part of the structure, wrapping it around a tower to create a high-contrast zone for the digital display and adding depth to the main wall. The FIFA World Cup Trophy and the Michelob Ultra tall-can stand as larger-than-life focal points beside the partnership lockup, maximizing brand recognition and creating natural photo opportunities.
THE RESULT
The final booth is an immersive, modular environment that unites both brands into a single, premium experience. Developed from flat layouts into realistic renders, it shows how the space commands attention on a crowded show floor. It doubles as a social hub where attendees can connect with the brand and its World Cup moment.
