Urban’s no myth
Last week, Premiership Rugby (the governing body of professional club rugby in England) launched a new community project called Urban Rugby Squad, a programme designed to give youngsters from non-traditional rugby communities a chance to experience the sport.
We at Grip Creative were delighted to be tasked with creating the brand for the programme, using the experience built up in community sports over the last 16 years. Our unique understanding of the way that professional sport works in the community, its many objectives, target audiences (both in terms of participants and funding partners) and the variety of assets produced during the lifetime of such programmes meant that we were the perfect choice for the job. (We’ve been working with the Premiership on this side of their business since 2002!)
An important part of the brief was to engage 14-16 year olds whilst not patronising them by using the usual graffiti effect so often used with younger audiences, whilst bearing in mind the importance for the sponsors to feel that they were involved in a CSR project – a tricky balancing act, it’s not just a case of jumping straight in with the colouring set, we do a lot of research before we begin the creative process.
The feedback from participants and sponsors so far has been incredibly positive with both sides commenting on the look and feel of the new brand.
To date we have worked on over 30 different programmes across sport developing brands to reflect the sports themselves and their various target audiences, producing all of the associated collateral from classroom assets, branded equipment and area branding to annual reports, funding proposals and awards events.
We wish the clubs involved every success with the delivery of this exciting new initiative.
To see other examples of our community work <a href=”http://www.gripcreative.co.uk/?portfolio_page=work-6″>click here</a> or get in contact and we’ll tell you more…
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