How do you design an identity for a world that doesn’t exist yet? For global events like the FIFA World Cup and the Olympic Games, creative teams must build brands years—even a decade—before audiences ever experience them. And in a rapidly changing cultural landscape, traditional symbols and visual shorthand may not carry the meaning they once did. In this hands-on workshop, Chris Braden, cofounder of brand design studio Public Address and the designer behind the visual identities for the 2026 FIFA World Cup and LA28, will take attendees inside the frameworks he uses to balance consistency with flexibility and help stakeholders envision a future they can’t yet see. You’ll then put those principles into practice, tackling your own design challenge: creating an identity for an event a decade from now.