Rugby Australia

BRANDING / ART DIRECTION / CAMPAIGN / DIGITAL

Formerly Australian Rugby Union, now Rugby AU, is kicking off with a full rebrand. A new outlook based on key insights has driven Rugby to shake things up and bring about cultural change. Rugby is more than just a game, it unites people. It’s about sharing experiences and having a sense of belonging. Rugby welcomes people of all ages, genders and walks of life. We looked outside the traditional norms of Rugby to create a brand that represents a game for all - inclusive, relevant and approachable. The logo represents YOU, Australia, Rugby's Union heritage and coming together. 

The Qantas Wallabies and Buildcorp Wallaroos represent Australia’s elite of XVs Rugby players on a global stage. We produced a modern refresh of the logo, one that is recognised and valued among the Rugby community, and created a brand treatment that uses triangle devices derived from the shape of ‘XV’. The angles created by this new framework reflects forward motion and the fast pace of the game.

Rugby 7s is a game of fast, furious fun. It encourages participation from both men and women, highlighting skills of each individual and giving players the freedom to move. The brand treatment uses sharp diagonals to compliment the idea of speed and agility in the game. We introduced the AU 7s as the new national identity for both men's and women’s elite teams.

As Rugby's non-contact format, Foxtel Touch 7s embraces fitness, new skills and just having a go. The brand treatment is designed to be fun and friendly with the use of circles to represent inclusion and the 'touch' attribute of the game.

Rugby's commitment to reconciliation aligns with the core vision ‘to inspire all Australians to enjoy our great global game’. It is supported by the values: passion, integrity, discipline, respect, and teamwork. Indigenous Rugby promotes healthy lifestyles and opportunities for Aboriginal and Torres Strait Islander peoples through their participation in the game.

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