World Rugby

When the International Rugby Board became World Rugby, it needed to look and behave like a modern global sports brand, one that could connect with fans, players and commercial partners, and reach new audiences worldwide.

The new brand was built on a clear positioning, honour, courage and optimism, and a visual identity that stayed friendly and approachable while keeping a link to the sport's heritage through its blue and green. The job was to carry that consistently across every digital property.

We designed a flexible, cross-platform interface toolkit and template system that could flex to any page or content need, taking a mobile-first approach so the experience held from phone to tablet to desktop. The designs were handed over to the build agency, and we supported the build process to ensure a consistent and cohesive launch. It runs across World Rugby's digital channels today.