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World Rugby

HSBC SVNS brand development
2024

Key responsibilities/achievements 

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  • Brand strategy, identity and logo creation 

  • Guidelines document design

  • Social media graphics promoting games/results

  • Crafting the benchmark visuals for ticket sales

  • Extensive colour testing across screen & print

The first season using the new HSBC SVNS brand had just come to an end when I joined World Rugby. During that season, the brand experienced a lot of issues, such as colour legibility/accessibility, as well as vast discrepancies between screen and print graphics. To combat this, I ran extensive colour testing across a variety of materials and subsequently enhanced the contrast across all the RGB & CMYK values. To maximise this greater potential, I then crafted new benchmark designs and rules to reiterate the importance of placement and minimum sizing.

Following on from the colour improvements, a cohesive masterbrand needed to be created to act as a customer-facing shop window for the SVNS tournament so communications that weren't location-specific had a platform to grow the wider audience.  Following on from that, it was decided the season would climax with a final competition where the world champions would be crowned. This event was completely new and will be played in Los Angeles. It required a bespoke identity that fitted in amongst the other location brands but also stood proud on it's own - representing the pinnacle moment of the season.

HSBC_SVNS_Guidelines_GIF.gif

HSBC SVNS 
Benchmark asset creation
2024/25

Alongside wholesale brand improvements, I also created benchmark visuals that were used to generate excitement, promote the event and sell tickets for the 7 different SVNS tournaments around the world. The target audience for SVNS is 18-35 so we settled on a festival-themed party vibe focussing on the action as well as the live music entertainment in the evening.

World Rugby umbrella brands
2024

Key responsibilities/achievements 

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  • Guidelines document design

  • Creating a graphic device using the 'W & O' from the logo

  • Repeating pattern design

Alongside large-scale global event graphics and brand guidelines, World Rugby run cultural, community-focused, charitable programmes designed to grow the game, increase participation and future-proof the sport for generations to come.

Rugby Rising - part of the larger Women's Rugby brand. In tandem, these brands help make the game more accessible, engaging, fun, inclusive and increase participation of the Women's game around the world.

The patterns and crops of the logo are there to catch your eye and lure attention in order to deliver a message of welcome, confidence and camaraderie that reflects a platform for female rugby players to express themselves.

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