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The corporate design needed to speak directly to the RFUs target audiences, conveying the straightforward message: get involved in rugby. By emblazoning the slogan Choose Rugby on a customized rugby ball, our designers created a physical logo, a 3D manifestation of the call to action, which could literally let players get more hands-on with rugby. The new balls success relied on it being utterly realistic and tactile. Supported by a distinctive TOV across a range of media, from merchandising to print and digital, this talisman will furnish English rugby clubs with a lasting brand to overcome the social and lifestyle barriers to playing.
Twickenham, United Kingdom
London, United Kingdom
Berri O'Neill (Project Team), James Harrison (Strategy), Ian Styles (Creative Director), Ian Mouzer (Designer), Chris Davenport, Ian Valentine (Verbal Identity), Simon Thompson (Implementation Lead)