PP – Darts World Championships

The Paddy Power World Darts Championship at the iconic Alexandra Palace (“the Ally Pally”) is more than just a tournament—it is a cultural phenomenon. As the 2024 headline sponsor, Paddy Power sought to bring their signature bold, disruptive energy to the world’s biggest darts stage, blending the high-octane atmosphere of the sport with the brand’s unmistakable wit and vibrant green identity.

The championship is famous for its electric crowds and world-class precision, requiring a visual identity that could stand up to the bright lights of global broadcast while remaining instantly recognizable in the frantic, festive environment of the Palace. From the walk-on music to the final double-top, the branding needed to capture the prestige of a World Championship while embracing the fun and fan-focused spirit that Paddy Power is known for.

I was commissioned to lead the logo development and branding exploration for this project, tasked with defining the visual anchor for the 2024 tournament. My work involved exploring a vast range of artistic routes, testing variations in color, geometric shape, lighting effects, and overall graphical style to find the perfect balance between sport and spectacle. To ensure the concepts translated to the physical world, I also produced high-fidelity mock-ups demonstrating how the logos would perform in-situ—from the iconic dartboard surround to site-wide environmental graphics at the venue.