Rugby Australia Unveils First Stage Of Rebrand Via Digilante
A new era for Australian Rugby Union – now named Rugby Australia, or Rugby AU for short – has been announced with the unveiling of a fresh brand identity created by Sydney-based creative communications agency Digilante.
The agency was tasked with representing Rugby Australia’s progression to become a more relevant, inclusive and accessible sport that appeals to today’s broader and more diverse audiences.
The Rugby Australia brand evolution has been over a year in development and was delivered in time to support Rugby Australia’s move to a new, state-of-the-art corporate HQ in Sydney’s Moore Park.
Part of a broader organisational change, the new Rugby AU brand heralds an exciting new era, focused on making rugby a game for all, and represents the changing face of the game.
Eric O’Brien, executive creative director and co-founder of Digilante, said: “Reinventing such an iconic, long-standing organisation required a lot of listening and understanding to confidently propose a new identity that fans, stakeholders and participants alike would connect with.
“The rebrand needed to reflect a deep organisational change that is more significant than a corporate face lift. So, Digilante used the rebrand as an opportunity to restart a positive conversation around rugby and what it has to offer to individuals, teams and communities.
“Rugby AU represents not only the Wallabies and our elite national teams, but also the boys and girls, men and women of all shapes and sizes who are inspired to pick up a footy, have fun playing with others and experiencing the sense of belonging that rugby can bring.
“At its heart, we wanted to create a future-focused identity – one that embraces diversity and enables rugby to deliver on its objectives in appealing to future participants. Ultimately, it is about celebrating the human qualities of Australia’s great global game by showing rugby in a new light.”
The announcement precedes a larger, national launch of Rugby AU to the public, planned for early 2018 with the start of the new rugby season and junior registration sign-up.
In presenting a more consistent brand, Rugby AU is redefining its corporate structure and game formats to align under a new, more consistent brand family.
The new name and logo will be supported by a community-focused brand campaign that showcases individual stories across every level and highlights a shared narrative around how rugby is more than just a game.
The national launch will feature the full ‘Part of more’ brand TVC and a series of content stories told from the perspective of the rugby community. The launch will also include a website and social plan accompanied by a digital media strategy.
“The project is the result of an extensive body of research rugby conducted in 2016 and reflects the thoughts and ideas of a passionate Australian community,” O’Brien said.
“The research helped Rugby AU to better understand the many challenges their sport is facing in today’s rapidly changing landscape, and to focus on making rugby more accessible, more inclusive and more relevant from today into the future.
“As a result, the new identify departs from tradition by using vibrant new colours, and putting an emphasis on the ‘U’ and how rugby is for you. This idea sits at the centre of the Rugby AU logo concept.
“The unique ‘U’ shape underpins the branding for all the communications across every level of the game. It represents you, Australia, rugby’s union heritage and uniting people.
Bill Pulver, CEO of Rugby Australia, said: We are thrilled with our brand evolution that will be revealed over time.
“Our new identity embodies rugby’s shared vision to inspire all Australians to enjoy our great global game, and is the first step in our broader strategy to redefine rugby for future growth, with a message to all Australians that if they are part of rugby, they are part of much more than a game.”
Adam Freier, head of digital and communications at Rugby Australia, said: “Digilante have done a fantastic job in answering this brief. It’s a significant time for rugby in Australia, and there are a lot of positives for the growth of our game.
“We really wanted to highlight the sense of belonging and identity that can be achieved through rugby and communicate it in a culturally relevant way. I am looking forward to Australia seeing this rebrand as it continues to roll out early next year and inspire more Australians to play rugby.”
The rebrand represents an important new step towards a broader national initiative designed to reinvigorate rugby in Australia with the introduction of new initiatives for the growth of the game at every level.
These include introducing new formats in 2018 designed to make rugby more accessible to more schools and clubs across the country.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.