Objective - Jousting has been embedded in British history for centuries, yet somehow, it hasn’t quite found a place in today’s sports scene alongside the powerhouse that is British football. So, how do we bring jousting into the 21st century without losing that legendary flair?

Approach - Joust Britain is a new way to look at jousting. Fans can experience it in a 21st-century stadium, supporting their favorite athletes. To organize it in modern fashion, the ‘knights’ are split into 6 orders. Each knight is individually scored, set up in a bracket style. Matches are divided by weight class.

Execution - The project comes to life through six orders and their knights. The coats of arms for each order and knight were created through targeted AI-prompting and alterations. Tickets, merchandise, event mockups, and other elements were created to show the voice of the brand.