Super Rugby Rebrand
This solo project was based around researching on a problem about a topic I was passionate about, and coming up with a solution for this problem. The issue I chose to investigate was about the dwindling crowd numbers in the Super Rugby Pacific competition, an issue still ongoing today. The solution I proposed was a rebrand of the competition, using cultural branding of Māori and Aboriginal elements, as this is something that the current competition lacks.
Project type: Solo Duration: 8 Weeks Medium: Sports Branding
A revamped logo
The new super rugby logo is based of the competitions trophy itself, a simple yet sleek design. The new trophy has become a symbol in New Zealand’s rugby community, so this makes it instantly recognisable.
Primary logo
Secondary logo
Logomark
Rugby balls with purpose
The brand new designs of the rugby balls aren’t just there to look flash. They infuse Māori and Aboriginal culture with the modern day rugby ball. Patterns such as Mangopare and aboriginal circle art connect the players and fans with traits of strength, determination, and values of family and connections. These rugby balls will be exclusively used depending on the venue of the games.
Something to relate to
The new mascots of the game embody the rich culture of the Maori and Aboriginal people. Traits such as strength, determination, and values like family and connections are found within the patterns in the mascots. This gives the audience something to relate to.
A bold message
The banners presented outside and around the stadiums get your attention with strong visuals and bold taglines. It’s goal is to stop people in their tracks and make them connect with their heritage, or want to learn more about it.
