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Rugby World Cup

RWC 2027 Brand creation/development
2024/25

Key responsibilities/achievements 

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  • Design systems, layouts, templates & grids

  • Overseeing the brand launch and design team

  • Led on the design for on-sale graphics

  • Life-like mock-up creation & OOO advertising

  • Brand strategy and guidelines design

My primary role in the Australia RWC27 brand identity involved creating the design system. The design system is made up of graphical devices that symbolise native culture as well as iconic elements of the game of rugby. These two components were the  'energy base' (rugby ball silhouette/curvature of the ball) and the 'land, sea and sky' pattern. The pattern, created in partnership with aboriginal artists, was inspired by the dramatic landscapes across the country.

These two elements looked great in isolation, but they needed rules and regulations on how they needed to be applied to creative output. I defined a definitive, easy-to-follow structure that consisted of grids, formulas, crops and masks that all played a part in creating dynamic layouts that allowed copy to breathe and imagery to captivate - all with a consistent hierarchy of elements, calls to action and happy partner brand stakeholders. 

Once the rules were created, I used these parameters to create a template for the brand guidelines document, and then I designed tailored event mock-ups of regular tournament requirements, such as social media templates, brand launch graphics, on-sale assets, OOO advertising and venue branding/decoration.

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RWC 2025 Brand development
2024

Key responsibilities/achievements 

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  • Crafted design systems, layouts, templates & grids

  • Developed a clear brand strategy based on positioning, messaging, and customer experience

  • Managing the design team/asset production

  • Led on the ticket sale graphics

  • City/venue print graphics & OOO advertising

  • Shaped the visual and verbal language for the 'This Energy Never Stops' campaign

The basics of RWC25 brand (logo, colours, typography) were already launched and in use when I joined World Rugby. The feedback from this was that it lacked impact and legibility, so I was tasked with coming up with a graphic device to complement the existing components with additional movement and depth.

My solution, create an eneryy vortex (a circular polka dot effect) to portray spin/vibration on the ball alongside bold graphic shapes that wrap the designs and help create captivating compositions. The shapes are designed to enhance the layout, frame images and act as background shapes to enable more areas for text and partner logos. These sharp shapes are striking and help knot the design together while adding boldness and legibility. Once established, I created step-by-step instructions on how to implement these together. My final task of the guidelines development was to illustrate the host stadiums. I chose a minimalistic key line style for this to compliment the iconic features of stadium architecture.

In addition to guideline improvements, I led the way in designing the assets for the '1 year to go campaign', ticket sales, and fan engagement social posts - all designed to create hype and excitement for the summer World Cup.

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RWC 2025 Wayfinding
2024

Key responsibilities/achievements 

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  • Creating an illustrative style in line with the brand

  • Vinyl sticker printing, as well as foam boards and plastic sheets

  • Bespoke stadium mock-ups

  • Site/venue maps
    I

Wayfinding design is crucial at large-scale sporting events because it ensures smooth navigation for thousands of attendees in complex, often unfamiliar environments. With massive crowds, intricate venue layouts, and multiple entry points, effective wayfinding helps guide spectators to key locations such as seating areas, concessions, bathrooms, and emergency exits. Clear, intuitive signage and directional systems reduce confusion, enhance the overall event experience, and improve safety by minimising crowd congestion and preventing people from getting lost. In addition, well-designed wayfinding can provide critical information in real time, supporting accessibility for individuals with disabilities and improving the flow of foot traffic.

Ultimately, a thoughtfully implemented wayfinding system enhances attendee satisfaction and contributes to the event’s operational success.

RWC Core Brand development
2024

Rugby World Cup Core is a brand that is used to represent Rugby World Cups when the tournament-specific graphics are not released or if were communicating about Rugby World Cups generally rather than a specific men's or women's event.

When I started at World Rugby, the Rugby World Cup brand guidelines were simple and only covered the basics of the brand such as the core logo, RWC custom typeface and the black, green & white colour palette.

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My role was to create multiple graphical devices that complemented the existing brand and enhanced visual output, giving designers a better choice on how to portray information. Similarly to RWC27 & RWC25, I combatted this by creating flowing compositions by cropping into zoomed-in reference points of the RWC font. These striking abstract vector shapes formed the foundation of the visual identity. Using this method, I designed a ticker tape border graphic and grid frames that form the basis of templates.

To compliment the harsh/brutal corners taken from the typeface, I illustrated a ringed energy device (egg shaped green vibrations). These rings, when combined with layered imagery create a sense of depth and movement within the image that reflects dynamism and the power of the game. 

In addition to the new graphic devices, there was a green disparity between the vibrant screen graphics and washed-out printed graphics. To combat this, I ran extensive print testing alongside Pantone swatch books and cross-referenced them against many print finishes/materials to ensure that both screen and print graphics aligned.

Finally, working alongside the sponsorships and partnerships team, I established a formal and consistent approach to partner bars and media backdrops. This step-by-step guidelines document caters to the needs of our clients as well as the intricacies and formal multi-million pound agreements /contracts of each and every brand partner associated to World Rugby.

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