Since 1998, around 500 cultural workers have been hitting the field for a shot at glory in the true spirit of Kick’n’Rush. From festivals and radio stations to magazines, bands, cultural centers, and theater groups, everyone who contributes to Lucerne’s cultural scene is welcome to join the game. For its 25th anniversary, I created an identity that celebrates this milestone, filled with some of the most iconic, and delightfully empty, phrases in football.