On the Shoulders of Giants.
After the success of our Marseille 2022 event branding, European Professional Club Rugby came to us again with a new brief: to create a brand platform for their next finals event in Dublin, 2023. It had to be celebratory, head-turning, and capture the essence of The Greatest Weekend in Rugby.
We weren’t short on inspiration. The landscape of Ireland, the culture of Dublin and the sheer power of Europe’s biggest and best rugby stars jumped out at us. The result is creative that harmonises the beating heart of the game – the scrum – with Ireland’s lush green hills. You’re walking on the shoulders of giants: past the host city’s greatest icons on a journey to the stadium where scores will be settled and dreams will come true.
To build a lasting sense of place and time into our creative, we crafted a memorable wordmark that takes its cues from the curve of the hills and the movement of Gaelic type.
We found a typeface that matched the look and feel we envisioned, but still the form needed refinement to reach the perfect line and style. We improved legibility with a bolder, more distinct aesthetic, and married the mark with our unifying colour palette that spoke to the brand colours and those of Ireland. A design fit for a final.
A winning approach.
Our design tells a story that will excite fans throughout the season. But to share that story in the right way, our platform needed to flex and adapt to a multitude of touch points for a multitude of purposes.
The key to success is a toolkit that leaves no stone unturned, with variations that can be applied to everything from tickets, lanyards and merchandise, to the sides of buildings and Aviva Stadium’s biggest LED boards. It’s our way of ensuring the Dublin 2023 Finals Weekend will celebrate the giants of rugby in more ways than one.