ART DIRECTION, BRANDING, DIGITAL DESIGN
Australian Rugby Union
The Australia Rugby Union saw the need to increase participation amongst new and lapsed player groups. Perceptions around rugby union's high contact nature, its exclusive private school legacy, along with a crowded winter sports market, had become barriers to player entry and retention in the sport.
With a fresh approach to naming spurred from a need differentiate from other rugby products, VIVA 7's is a non-contact, seven-a-side version of the game. It's social, dynamic and accessible.
From strategic vision and visual brand applications, through to digital activation and online hype reel, VIVA 7's was concieved and style guided in its entirity. This approach enabled the ARU to manage the brand moving forward and assist them in turning their vision for increased participation into a reality.