Rugby Australia Unveils First Stage Of Rebrand Via Digilante

  • Rugby AU rebrand [2]
  • Rugby AU rebrand [1]
  • Rugby AU rebrand [3]
  • Rugby AU rebrand [4]
  • Rugby AU rebrand [5]
1 / 5
SHARE
THIS



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.

Please login with linkedin to comment

Australian Rugby Union Digilante Rugby AU Rugby Australia

Latest News

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

Spikes Asia Brings Spikes Awards Forward To February 2021
  • Media

Spikes Asia Brings Spikes Awards Forward To February 2021

Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]

Finalists In Round One Of 2020 Australian Effie Awards Announced
  • Advertising

Finalists In Round One Of 2020 Australian Effie Awards Announced

Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.