Sampson wraps up Rugby World Cup

Sampson Associates in Johannesburg has designed all the promotional material for this year’s Rugby World Cup, to be hosted for the first time by one nation, South Africa.

The consultancy is responsible for designing the 22-page colour brochure, marketing support material, press packs, staff uniforms and ticket application forms.

Design for the 1.2m tickets for the 32 games has been approved, but Sampson Associates managing director Peter Sampson says the South African Rugby Football Union is “paranoid about releasing a sample” for fear of forgery.

Sampson, who has worked for SARFU in the past, says: “I was given an open brief – it was a question of how much of your own character you can put on the World Cup.”

The aim was “to project South Africa as professional and switched-on, not a hick Afro country”, he adds.

Sampson Associates will also design invitations and menus for fund-raising functions leading up to the event which runs from 25 May to 24 June.