8 November 2013 Jim Harrison,
Those watching England defeat Australia in the QBE Rugby Union International on Saturday didn’t need to be that eagle-eyed to spot Heavenly’s ‘Unifying Power’ idea in action throughout the stadium and across all of England Rugby’s collateral. “Come On England” screamed the digital boards around the 82,000 seat home of English Rugby as the national squad avenged the previous year’s defeat.
Heavenly’s rebranding of England Rugby focuses on stripping away the clichés surrounding the RFU brand and presenting a unique, honest and crafted brand that is engaging to fans but can also define them and the nation. This week’s edition of Design Week carries a piece on the rebrand and an interview with Heavenly’s Creative Director, Steve Owen, as he explains the importance of reclaiming white as the core brand colour and reassuring the England fans that it is right to want to show their pride and passion in the team.
As Chris Robshaw leads the team out against Argentina on Saturday and again the following week against the All Blacks, they will pass down a tunnel that is emblazoned with a call to action that the players have already admitted has inspired them “Hundreds Before You, Thousands Around You, Millions Behind You.”