Rugby League World Cup
Pitch work for the Rugby League World Cup 2021
We were invited to pitch our ideas for the creative direction and campaign surrounding the Rugby League World Cup, which took place in the North of England.
Over the course of just 12 days we developed a creative direction and visual language for the tournament that covered an extensive range of print and digital applications.
My Role:
- Visual Identity
- Art Direction
Completed in 2021
Full case study at Fiasco
Mud, Sweat and Tears
In order to show the sheer power, attrition and impact of the game, we developed a collage image treatment that used gritty textures and mark making to emphasise the moments and impact of the sport.
We used the typeface Enamela to add a strong, angular, industrial quality to the identity, referencing the industrial heritage of the North.
The original logo included a trophy symbol which derived from the Men’s tournament trophy but overlooked the Women’s and Wheelchair Tournaments. Our aim was to create a more universal mark that felt inclusive and modern; lending itself well to digital applications whilst conveying a sense of movement and energy in static formats.
We collaborated with motion and design studio, Fakery to help bring the brand to life in 3D and motion graphics.
Messaging with impact
We developed a tone of voice for the brand that is just as punchy as the visuals. Utilising short, snappy, attention-grabbing copy lines that referenced the gladiatorial spectacle of the game, as well as using colloquialisms of the North.