Challenge:
The New South Wales Rugby League (NSWRL) faced the challenge of creating a distinct visual identity for their Men's State of Origin team. Polished, corporate vibes just don't cut it online, particularly on social, so the goal was to ensure they had a unique but consistent visual identity that stood out in social feeds while remaining part of a cohesive brand family.
Solution:
Concept Development:
Sports fans crave content that excites them - not the same old 'meh', on-brand creative. So, we started with the creation of overarching design concepts to explore and identify a direction that resonated with the client and their fanbase. By aligning with NSWRL's vision, we laid the foundation for a visually engaging and cohesive brand identity.
Design Implementation:
After experimenting with bold visuals and dynamic storytelling, the overarching concept was approved and we rolled out a suite of assets for the NSW Blues. This ensured that overarching themes were consistent across designs while incorporating bespoke elements.
Template Creation:
To support the storytelling of Origin, we crafted a dedicated template suite for the men's competition that included several versatile templates that enabled the Blues team to effectively communicate key narratives and maintain a strong visual presence throughout the season.
Bespoke Graphics:
In addition to the reusable templates, we aided the milestone moments by creating bespoke graphics for game day, kick-off, stats updates and more.
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Outcome
The project resulted in a distinct visual identity for the NSW Blues team. This identity coexists on social platforms with the men's Origin team, equipped with its own unique design features while maintaining the integrity of the overarching NSWRL brand. This approach enabled NSWRL to confidently present their men's Origin team, NSW Blues, with high-quality assets across their social platforms, ensuring brand consistency, visibility, and, most importantly, audience engagement.
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