TRIA created and developed the overall brand strategy for WYD08 that would have universal youth appeal and be in keeping with the values of the Catholic faith. The Look program took Pilgrims on a spiritual journey through the strategic and creative use of colours’ and graphics which was applied across 400 venues, CBD routes, custom elements, uniforms, accreditation passes and sponsorship signage. The end result was a dramatic, vibrant and integrated Look program, which set a new bench mark for World Youth Day.