Lord’s Cricket Ground considers brand ahead of diversification

Lord’s Cricket Ground in London is working with Circle Design on a project to help it define its brand strategy, ahead of plans to open up alternative revenue streams.

Circle Design, which created the current Lord’s identity for Marylebone Cricket Club in 2003, won the project last month, without a pitch.

A number of factors have prompted the move, according to Circle managing director Claire Livesey.

New regulations regarding the hosting of cricket matches across grounds nationwide has opened up competition, while traditional test series players are being attracted into other leagues, all of which are impacting on the operation of the club’s grounds.

As a result, MCC is looking to capitalise on its hospitality resources and to develop its merchandising range.

The brand definition project will help to shape the strategy behind diversifying the function of Lord’s as a venue, building on its reputation and heritage. While Lord’s had an identity and a business plan, this is the first time it has thought about defining its brand strategy, Livesey says.

‘The organisation has realised that brand is bigger [than just the identity], and that this brand book will be a way of crystallising what’s unique and what its stands for,’ she adds.

The work, already under way, is expected to be completed by February.

The first part will involve defining the strategy, followed by lead copyright and design, with final-stage production and delivery of the book.