INDIVISA launched on International Women’s Day in 2022, just as the women’s game was beginning to occupy a very different place in culture. Football was growing quickly, but there was still space for a platform that reflected the people, stories and communities driving that change.

Created with Footballco, INDIVISA brought editorial, culture and community together under one brand. Working as lead designer alongside their team, MIDFIELD shaped the identity from the beginning, including a bespoke wordmark, expressive typography and a digital-first visual system.

The identity was made to move easily between journalism, social, campaigns, partnerships and live experiences, giving the platform plenty of room to change without losing recognition.

That flexibility became increasingly important as INDIVISA grew beyond the UK into the US, Middle East, Italy and Arabic-speaking markets, working along the way with brands including adidas, Google Pixel and e.l.f. Cosmetics.