Evoq designs collector's booklet "Sportheldinnen" for IdéeSport
The Zurich-based agency Evoq is sending a strong message in support of more female role models in sports through an editorial design project. The collectible booklet «Sportheldinnen» is aimed at girls ages 8 to 12 and showcases the impressive diversity of women’s sports in Switzerland.
In the run-up to the 2025 European Women's Football Championship in Switzerland, the IdéeSport Foundation is launching the Sports heroines" booklet. The magazine, designed as a sticker album, is aimed specifically at 8 to 12-year-old girls and makes female sports role models visible to young girls.
On 28 pages, the project portrays 90 female athletes from a wide range of disciplines - from football and athletics to lesser-known sports such as rollerball, hula and rugby. The booklet shows the diversity of girls' and women's sport in all its facets.
Target group-specific design
The particular challenge of this project lies in the specific target group: girls aged 8 to 12. In close cooperation with IdéeSport, Evoq developed the editorial structure of the magazine and developed a design concept that is geared towards the target group's world - without simplifying or stereotyping.
The design of Evoq combines high aesthetic standards with a target group-oriented approach. The visual language focuses on authenticity and combines personal snapshots with eye-catching illustrations and expressive typography. The result is a visual language that creates closeness and at the same time conveys self-confidence.
"The design deliberately avoids stereotypical depictions and instead relies on powerful, authentic imagery that enables identification," explains Livia Brandenberger, Head of the Collector's Booklet Development Team at IdéeSport
Innovative storytelling
Unlike traditional sports magazines, the project does not focus primarily on top female athletes. Instead, the focus is on the athletes' personal stories, their passions, challenges and motivation. The spectrum ranges from well-known names such as football team captain Lia Wälti and slalom world champion Camille Rast to dedicated amateur sportswomen who pursue their passion alongside their job or training.
Varied, colorful layouts and numerous illustrative elements convey the content in a playful way and invite readers to browse, read and collect. Interactive features such as challenges, stickers and hands-on activities make the magazine a holistic experience.
"We want to show that there can be a sports heroine in every girl - regardless of her background, abilities or previous achievements," explains Reto Mayer, Managing Director at IdéeSport
A first step
The collection booklet is the centerpiece of a broader initiative by the IdéeSport Foundation. It accompanies planned events in the Month of Sports Heroines and creates lasting points of contact with the topic - not only for the girls themselves, but also for their caregivers, youth and sports organizations and schools.
An initial print run of 30,000 copies of "Sportheldinnen" will be distributed free of charge via various partner organizations, schools, neighbourhood clubs, libraries and all IdéeSport OpenSunday locations. The aim is to reach as wide a target group as possible.
Responsible at the IdéeSport Foundation: Livia Brandenberger (Head of Development Team Collector's Booklet), Nina Balzer, Melina Neuenschwander, Larissa Zimmermann (Development Team Collector's Booklet), Reto Mayer (Managing Director). Responsible at Evoq Communications: Susanne Pfäffli (mandate management, concept and editing), Markus Wohlhüter (concept, art direction), Marta Freitag, Kira Riccius (graphic design), Daniel Kuster (project management, production).
