Imaginate creates ‘clean and fresh’ rugby cup campaign

Sports design consultancy Imaginate Creative has created the launch campaign for a new rugby cup.

The British & Irish Cup, which kicks off on Friday, was devised to showcase young talent in 24 non-premiership teams from England, Wales, Scotland and Ireland.

‘Most rugby marketing is very dark, grungy and aggressive, but because this cup is about highlighting new rugby talent, we decided to make it look really clean, fresh and inspirational,’ says Imaginate director Jo Richman.

The Rugby Football Union appointed the consultancy six weeks ago, on the strength of its extensive previous three years of work for RFU.

A photo shoot with photographer Simon Derviller produced the images for the print and online campaign, which will run with the tagline ‘New era new heroes’. The ads were created in four different colourways representing England, Scotland, Wales (pictured) and Ireland.

RFU launched the visual identity for the British & Irish Cup in September, after appointing Byelateral just one month previously.

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