Simplicity at its best

Our client, Central FX, a leading Forex specialist provider, has recently become the official partner of the World Curling Championship. To mark this significant partnership, they needed an advertising campaign for business publications and online platforms. We were tasked with creating this campaign, and what unfolded was a simple yet highly effective design that resonated with the sport’s essence.

When you think of curling, what comes to mind? Ice, the Winter Olympics, stones gliding across the surface, Scotland, the cold, and, of course, the large circular target at the end of the ‘sheet.’ (Yes, I’ll admit, I had to Google the term for the playing field myself.)

In a fortunate twist of fate, the brand icon we had previously designed for Central FX bears a striking resemblance to a curling target. This realisation was one of those rare “eureka” moments. It became clear that replacing the iconic curling target with the Central FX icon would be a perfect fit. And with that, a visually striking and memorable campaign was born.

It’s always a pleasure to design for sports like curling, where there’s such a strong visual identity to draw from. We’re excited to see how this partnership will benefit both Central FX and the World Curling Championship, and we believe it’s a match made on ice.

“The design of the advert produced by Form captured perfectly the essence of the relationship between our two organisations. The Central FX “target” was a fortunate asset in this case and the end result was a striking piece.”

Altan Ali, Central FX – Director.