Working with Futurebrand as a lead creative from the start of the project, I developed a series of visual concepts and logo routes that would support the organisation’s new name (World Rugby) and the strategy created by the planning team.

Previously known as the International Rugby Board (IRB), the new brand identity, including a new logo, was developed launched with the aim to deliver the federation’s mission to build a stronger connection with fans, players and commercial partners, and ultimately engage with new audiences worldwide.

At the heart of the brand is a distinctive positioning, defined by character building values of honour, courage and optimism. This is expressed visually within a modern and progressive visual identity that retains a link to the organisation’s heritage (the Rugby School), and through its blue and green colour scheme – representing the grass and the sky.