Roc brands rugby legend Dallaglio

West Sussex-based consultancy Roc has created identities for the Lawrence Dallaglio Foundation, and for the former England rugby captain himself.


The consultancy was appointed in May to develop a logo for the foundation, which raises money for charities. Roc founder Paul Buckle says the group was recommended by Cancer Research UK, a charity Dallaglio has raised funds for.

Buckle says that while working on the brand for the foundation, it became clear that Dallaglio himself needed a brand, to be used on a range of commitments including hospitality events and sponsorship. Dallaglio, who played in the 2003 World Cup-winning side, retired from the game last year and is now ‘entering the second phase of his life,’ says Buckle.

Buckle says Dallaglio had previously used an identity for his testimonial year at club London Wasps, developed by Glenn Tutssel.

Roc worked on the two identities with strategy consultant Lynn Hall. Common to both brands is the number eight, Dallaglio’s playing number. The colourways reflect Dallaglio’s allegiance to England and to the black and gold of his former club side London Wasps.

Buckle, a Wasps fan, describes the work as ‘a dream project’, adding ‘Dallaglio was very easy to brand as he has such a strong image – we called him “The powerful persuader”.’

The foundation identity, which carries the strapline ‘Powerful together’, will be used next week on invitations to a charity event, while Dallaglio’s personal identity will be rolled out over the next few months. It is likely to be shown first on a website being developed by Jellyfish.

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