America's Cup Sail Boat America's Cup Sail Boat
America's Cup Logo

An extreme strategy for sailing’s greatest prize.

Workshop & Alignment

Strategy & Concept

Event Branding

Trophy Renders

Wayfinding & Signage

Guidelines & Usage Guides

Broadcasting Graphics

Logo Sting

A global repositioning of the oldest international trophy challenge in sport. Designwerk supercharged sailing for a new generation of actiondriven audiences. 

From the ground-breaking wing-sailed catamaran to the breakthrough television graphics, our transformation of the America’s Cup repositioned the race as something new, accesible and exciting. 

We redesigned the brand platform from the ground up introducing introducing clean and cutting motion graphics, and an epic title sequence.

America's Cup Sail Boat Race
America's Cup Logo and Tagline
America's Cup Banners and Pillars
America's Cup Boat Race
America's Cup Trophy Tree
America's Cup Boats
America's Cup Boat Crew
America's Cup branding

“This regatta has changed sailing forever. More people watched the first race of this 34th America’s Cup than all of its history, soI think it’s a success.”

          Larry Ellison, Chief Executive of Team Oracle

America's Cup Winners
America's cup Sail Boat

“A project plan on this scale had never been done before in the 160 year history of the illustrious Cup. Within seven days, Designwerk cracked the code and went on to deliver a world class brand package which has since been recognised by many sources as the benchmark.”

         Tom Houston, Chief Commercial & Operations Officer

America's Cup Street Banners
America's Cup Laptop
America's Cup Race Course
America's Cup Race Course
America's Cup Sketches

203 countries

Broadcast to over 203 countries worldwide.

320k downloads

of the America’s Cup app.

100 millions

minutes of video viewed during the event.

Emmy® Award

winner of Television Innovation Emmy for the work with LiveLine system.

America's Cup Branding

Re-making the America’s Cup

The America’s Cup is the oldest international sporting trophy in the world.  

The America’s Cup is one of the rare international competitions where there is but one trophy. Due to its importance in the competition, it’s extremely hard to gain access to this precious brand asset.

It took our team of texture artists and modeling experts four weeks to build a realistic 3D model. A breathtakingly accurate model, each detail was painstakingly recreated right down to the metal etching, the finger prints and scratches on the surface. With this model we could now relect any environment we wanted into the silver – from scenes, to teams, to partners… this truly versatile asset was worth its weight in silver.

America's Cup Trophy
America's Cup Trophy
America's Cup Trophy
America's Cup Trophy render
America's Cup Headline