Branding an iconic national sport platform

Details

Partnering with the team at Re (M&C Saatchi), I developed the core identity elements for the new brand identity. What began with a bold and distinct logotype, grew into a rich and layered set of tools including a supporting type system, visual language, photography direction, card system, and digital experience.

Comprised of a constantly shifting set of elements, the visual language was born from free-form image-making and experimentation. Incorporating graphic and hand-drawn illustrated elements and a bespoke hand-made typeface (written and built by me!), the brand presents a crafted visual landscape that celebrates the rawness of the sport and feeling of immersion in the action.

We also designed and managed the development of a custom streaming platform site system. Delivering an intuitive and media-rich browsing experience, the result is an immersive digital space that encourages the viewer to explore the rich library of content and articles.

Winner: Merit — AGDA Awards 2024 — Brand (Medium Business)

"I wanted to send a note to say a big thank you to you all for the work done to date on NZR+. Thank you for being such an amazing group of people to work with - from the discovery sessions, through to seamlessly landing the brand strategy, the naming process and then flying through the visual design of the brand and then onto the guidelines, it was a real joy to work on. We will ensure to keep you across the launch stages and finalised visuals of platform etc as it comes to life. I've also chatted to James briefly today about potential next stages of work as we would love to work together again. Thank you all, very lucky to have worked with you." — Kerry McKenzie - GM Brand and Marketing, NZ Rugby

Rugby in New Zealand is more than a game, it’s a way of life. Their performance on the field is unmatched, players command respect both at home and abroad, and the spirit of the sport has been stitched into the country's culture. And now, rugby lovers globally have a brand-new way to engage—with access to exclusive behind-the-scenes content, interviews, classic matches, and original documentaries on a brand-new platform from New Zealand Rugby, NZR+.

The entire platform was developed with a deep respect for New Zealand, the players, and the fans. Black is naturally front-and-centre, but it’s highlighted with greens and purples borne from the Pāua shell which is unique to the country. And if you look closely at the logo, you can see a hint of the famous fern—synonymous with sport in New Zealand—as well as a cheeky kiwi hidden in the ‘R’.

The platform is made to be a great experience for all types of fans. The ones that bleed black, and people who might tune in once every World Cup. So, the brand needed to capture the feeling of not only the big hits and the big wins, but the passion and dedication from people behind the scenes, the highs as well as the lows, as well as a distinctly Kiwi sense of humour.

Credits

Re (M&C Saatchi)

Nick David Hill

NZ Rugby In-House Team

Charlie McEvoy Diana Marcela Mejia Correa