Onwards delivers England Rugby rebrand

26 Nov 2018

By: Sport Industry Group

London-based brand agency Onwards has overseen a project to deliver a new visual identity and brand positioning for England Rugby ahead of the 2019 Six Nations and Rugby World Cup in Japan.

Onwards, which was shortlisted at the BT Sport Industry Awards 2018 for Young Agency of the Year in association with Getty Images, was tasked with bringing to life the RFU’s core ‘The Game of our Lives’ positioning launched in November 2017.

The new identity system covers all areas of England Rugby’s activity and is designed to reflect the diversity of everyone who plays and supports rugby in England.

At the heart of the new approach is ‘The Timeline’ - a linear graphic system that visually represents ‘The Game of Our Lives’ and accommodates a range of content types.

The visual language has been built to work flexibly everywhere from stadium signage to social media posts.

Onwards has been working closely with England Rugby’s internal team to roll out the brand work across owned channels, matchday assets and stadium interiors.

Commenting on the project, Graeme Cook, Onwards co-founder said “Working on a brand with the stature of England Rugby was always going to be exciting for us. They have an abundance of amazing content, so our idea was to really bring this to the fore in the new identity, and reflect all aspects of the game.

“With the Rugby World Cup and Six Nations around the corner, it’s a big year for the game and the organisation. We’re confident that the brand is now ready to help maximise the attention these events will create and attract new audiences to the sport.”

Onwards is now working on a participation campaign for the brand, followed by a Rugby World Cup campaign which will launch in 2019.

It comes at the end of a year which saw the agency itself adopt a new identity, transitioning in January from its previous name, Article.

Over its four years of existence, it has delivered branding projects for clients including Wattbike, Fiit, Velon and Brentford Football Club.