Auckland Club Rugby

Studio

Crave Global

Role

Brand Development, Visual Identity, OOH, Print, Digital

The Auckland Club Rugby identity transforms the rugby field's structure into a dynamic design system — its lines and grid becoming the backbone of a cohesive visual language. A structured yet flexible framework that organises all brand communications whilst symbolising precision, movement, and community spirit.

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The Auckland Club Rugby identity transforms the rugby field's structure into a dynamic design system — its lines and grid becoming the backbone of a cohesive visual language. A structured yet flexible framework that organises all brand communications whilst symbolising precision, movement, and community spirit.

Challenge

Modernise Auckland Rugby Union's 150-year legacy with a distinctive identity that appeals to younger audiences — without losing the authentic spirit of local club rugby or the community it represents.

Solution

Ordered compositions that still capture rugby's energy — graphics and text break through lines or shift within the grid, mimicking the fluidity and unpredictability of the game itself. Photography art direction captures authentic moments through a contemporary lens, creating a fresh platform to build a movement that brings new generations to local club rugby.

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