The Idea Shed Design Director, John Fairley, has designed the official emblem for The World Games 2025 Chengdu and will be one of 120 torchbearers in the event’s inaugural Torch Relay.
Fairley’s design was selected from more than 3,500 global entries. It combines a circle and three interlocking triangles, referencing Chengdu’s giant panda, the Chinese knot, and the hibiscus flower.
The emblem will feature across the Games’ branding, including signage, broadcast graphics, uniforms, and merchandise.
“This was never just a logo,” said Fairley. “It’s a symbol that welcomes the world to Chengdu.”
As part of the honour, Fairley will carry the torch at the Sanxingdui Museum, joining athletes, cultural figures, and community representatives. The Games will begin on 7 August 2025.
Based in Sydney, Fairley leads identity and brand design for The Idea Shed’s Australian and New Zealand operations. His 20-year career includes work for Nike, Rolls Royce, Universal Pictures, Estée Lauder, and Patek Philippe.
This comes after The Idea Shed expanded its relationship with Kimberly-Clark Professional after recently winning its sustainability-led content strategy and production account.
The win for the creative commerce agency, which has worked with Kimberley-Clark Professional since 2022, emphasises its ability to translate complex sustainability commitments into engaging, commercially effective brand communications.
“This partnership is a testament to the strength of our collaboration with Kimberley-Clark Professional and our shared commitment to driving meaningful impact,” said John Volckman, partner and executive creative director at The Idea Shed.
“Sustainability is no longer a nice-to-have – it’s a business imperative. The challenge is cutting through the noise and communicating real impact. That’s exactly what we’re setting out to do with KCP.”
Kimberley-Clark Professional has a longstanding dedication to sustainability, guided by its global purpose ‘Better Care for a Better World’. However, as the regulatory landscape tightens and businesses place increasing emphasis on responsible sourcing, the need for clear, compelling sustainability communications has never been greater.