HCC Rugby Players HCC Rugby Players

A bold new look for Europe’s premiere club rugby competition

A strategic rebrand designed to strengthen the equity in a title sponsor relationship.

A simplified, robust and digital-friendly brand, the redesigned visual language is dynamic and bold. We positioned the top club competition right where it should be – at the very centre of club rugby.

HCC System
HCC Logo
HCC Rugby Balls

The energy of the game.

The supporting graphic language is inspired from rugbys lateral passing of the ball. The cuts and ridges that move through the pattern at different angles create a negative space that give the star movement. Used widely across communications, the graphic language visualises the power and speed intrinsic to rugby.

HCC Logo Rationale
HCC Turbine Graphic
HCC Backdrop
HCC Rugby Team
HCC Pool Draw

Communication is key

Every aspect of the Heineken Champions Cup has been considered, from internal alignment to external messaging.

The process included extensive strategy, which lead to us reframing the brand narrative. Internal alignment and stakeholder relationships were carefully managed to ensure justification and validation at each step of the process.   

Blue billboards in city environment
Man being interviewed for sports
Leinster rugby players running past a trophy
Heineken Champions Cup brand guidelines

Reaching full potential

Bold, fresh and dynamic. To realise the extent of the brand required a multidisciplinary approach. The touch points are extensive, from digital and broadcast to poster campaigns and event dressing – there were a lot of movable parts.

Sports commentator analysis table for television broadcasts
HCC Rugby game statistics interface
Rugby game score animated graphic
Rugby stadium blue stand graphics
Rugby player interviewed on pitch
Rugby layers running last champions cup trophy
Heineken Cup Social

Celebrating a milestone

We created a brand identity and campaign that celebrated 25 years of the Heineken Champions Cup, bringing its history and heritage to the fans.

The platform we created is cohesive and adaptable, for use by both the competition and the clubs, allowing them to implement their own unique versions. By celebrating the Cups past, the platform also increased awareness and inspired people to watch and attend further fixtures.

Champions cup 25 year rugby ball

A legendary story to tell

The diagonal devision of the 25 mark created a striking visual device that allowed for adaptability and instant recognition across the communication platform. Immortal legends of the game fill one side, whilst the other can be used to promote upcoming fixtures.

25 year champions cup key visual graphic
champions cup 25 year graphics
Champions Cup website graphics
Champions cup underground advert

Ultimate adaptability

The flexible approach allows the campaign to be targeted to specific clubs, regions or countries, where the player or colour can be swapped out to capture the relevant audience.

Champions cup outdoor advertising at night

Activation for the title partner

This campaigns flexibility even allowed for Heineken to create a series of ’25 Memorable Moments’ videos for social media.

Champions cup instagram stories
Champions cup trophy on pitch with player

Stadium application

The 25 Campaign strove to honour the past winners of the competition and to remember the ‘Legends’ of the game. Despite the disappointment of fans not being present in the stadiums, we used the opportunity to adorn the seat covers with a timeline of the previous 24 finals. It created a truly memorable spectacle for those watching on television, whilst increasing brand presence.

champions cup final 25 year manual
Champions cup stadium blue seat covers
Champions cup stadium with both teams
champions cup 2020 winners celebrating with pyrotechnics

The golden age of travel

Marseille 2020: The highlight of the season.

To showcase the Finals and hype Marseille as a destination, we created a brand that celebrated the culture of the host city, using typographic detail that referenced classic travel posters. It conjured a feeling of nostalgia and escapism, and reiterated Marseille as a holiday destination.

Due to the global pandemic, the Marseille Finals have been postponed to 2021.

HCC Marseille 2021 geometric illustration