Branding consultancy Whitestone is restructuring the Rugby Football Union’s brand.
Whitestone was appointed directly at the beginning of November to restructure the RFU’s brand and sub-brand portfolio, which Whitestone director Chris Lightfoot says involves work on the RFU itself, and the England Rugby, Community Rugby and Twickenham brands.
Lightfoot says, ‘Setting guidelines for all the RFU’s teams, tournaments and leagues and its community rugby programmes will convey a powerful message about the RFU’s business approach to all of its varied audiences.’
RFU business operations director Paul Vaughan says, ‘This programme is a significant development for the RFU. It will deliver efficiencies in the management of the RFU’s brand portfolio, but more importantly it will allow us to identify opportunities and drive greater value for the game.’
RFU licensing and marketing manager Jane Barron says, ‘For the first time we will be able to provide clear support and structure to our commercial teams and partners, while delivering the benefits of a highly streamlined and organised brand portfolio.’
Lightfoot says the work is currently at the analytical stage and is due to complete early next year.