Rugby Football Union
To create a new identity, retail pack and integrated campaign for the England Rugby Supporters Club to help boost membership levels. Our objective was to create an identity which had substance and longevity, whilst still feeling relatively contemporary and therefore appropriate to a very broad target audience from kids to grandparents.
Customer research showed us that the majority of memberships were purchased as gifts for others. The design of the retail box was therefore a very important component in the consideration process.
We developed a clear, yet distinctive new logo and identity for the club, which we carried through to all of the membership elements and retail merchandise. This gave everything a premium feel, appropriate to the England Rugby brand, and much more desirable and retainable for England fans.
Our new design was adapted for advertising where we devised a range of materials including press ads, online ads, bumper stickers and stadium banners extolling the virtues of ‘belonging’ to a like-minded group.
Membership levels rose steadily in the following two seasons, growing by more than 30% over the period.