This month, Hampshire County Cricket Club will be rebranded as Hampshire Cricket and will unveil its revamped identity.
Created by The Field, the new identity is designed to reflect fundamental changes in the club’s structure, as well as its fortunes and location.
At the end of the month Hampshire, which has historically been owned by a friendly society of members, will become the first professional cricket club to float on the stock market. Last season it was promoted to the First Division of the County Championship and it also moved to the £18m Rose Bowl stadium in Southampton’s West End.
The Field is also responsible for developing brand identity guidelines, website, flotation prospectus, newsletters, membership information, and consumer and business-to-business literature.
The Field won the project, which is worth about £60 000 in consultancy fees and which is likely to rise to £80 000 by the end of the year, without a pitch.
The design brief for the identity was to evolve the existing brand and to create a simplified and contemporary look, says The Field managing director Simon Barbato. ‘Cricket is a very conservative game and we had to be careful not to alienate existing members and supporters,’ he says.
Meanwhile, the group has been appointed to design print literature and develop the website for the Association of Tennis Professionals Champions Tour finale The Honda Challenge, held in December.
Work, for which the consultancy will be paid £40 000, includes the creation of promotional literature, a brochure, tickets and ticket wallet, menu cards and point-of-sale material for the event. The consultancy will develop graphics for the on-line ticket sales section of the website, which is linked to event management company Quintus’ corporate website.
The consultancy won a four-way unpaid creative and strategic pitch for the work, which also includes advertising and marketing.