All Blacks – Future Brand Strategy and Architecture

NZ Rugby wanted to grow the All Black fanbase and develop future licensing revenue streams while protecting the brand identity from misuse. To achieve this outcome, NZ Rugby required the All Blacks brand identity to be distinct, extensible and commercially protectable.

Challenge.

To protect a Kiwi icon, the Silver Fern, we needed to be sensitive to the historical attachment of Kiwi fans – while at the same time developing new brand elements. As well as organising a constellation of assets of significant value into a single family of brands – we were extending the brand portfolio, enhancing the storytelling and engagement for all audiences.

Challenge.

To protect a Kiwi icon, the Silver Fern, we needed to be sensitive to the historical attachment of Kiwi fans – while at the same time developing new brand elements. As well as organising a constellation of assets of significant value into a single family of brands – we were extending the brand portfolio, enhancing the storytelling and engagement for all audiences.

Solution.

A significant evolution in brand identity and architecture enabled greater protection of the All Blacks intellectual property, delivered stronger future commercial opportunities and added an extensive suite of supporting brand assets. The brand identity system was set up to guide a multitude of applications – from the playing jerseys, collateral and merchandise, through to broadcast, digital and social channels.

Solution.

A significant evolution in brand identity and architecture enabled greater protection of the All Blacks intellectual property, delivered stronger future commercial opportunities and added an extensive suite of supporting brand assets. The brand identity system was set up to guide a multitude of applications – from the playing jerseys, collateral and merchandise, through to broadcast, digital and social channels.

Impact.

The work delivered strengthened and modernised the visual expression of the brand identity, carried its unique heritage into a modern context and was distinct enough for New Zealand Rugby to trademark and protect in global markets.

Impact.

The work delivered strengthened and modernised the visual expression of the brand identity, carried its unique heritage into a modern context and was distinct enough for New Zealand Rugby to trademark and protect in global markets.