ISL, in essence, was meant to be the torchbearer of a new football nation that would revolutionize the way it’s played, showcased, perceived and cultivated in India. The overall visual design approach delivered on - high energy, strong and bold, heroic, fun and incandescent. The design was also young, dynamic and vibrant, while reflecting the brand idea and positioning. The creative’s were unique and distinct based on a very new and innovative design/motion style - something that the ISL brand eventually owned. A design system was built on the core assets - colour, font, shapes, geometry and its use long term. It evoked originality and dynamism.