This project was undertaken at Azzuu. All designs are owned by Azzuu and Six Nations.
For the 2020 competition Six Nations wanted a completely new approach to their visual appearance across their digital channels for all events during the competition to reflect their core values and match up to the quality of sport. They wanted to create a visual language which had premium qualities and a crafted approach so each piece felt like it could be custom. This was the first movement in redefining their brand's overall visual appearance.
Using black, white and the 6 nation colours as the base, a minimal and stylised approach was applied to create a set of clean designs.
Moving in a New Direction
With the brief of creating a consistent and luxury feel to the brand, a full audit of their existing digital work was done. Following this research into premium sports and luxury goods sectors was undertaken to get a clear idea as to what the audience would expect to see from a brand with quality. With past creative looking very busy, the decision was made to go in a much cleaner direction, making imagery the focus, giving space, using simple typography and including the union colours and 6N swoosh in a much more stylised way.
Capturing Match Day
A selection of designs were created to be used when the matches are live in action, with the key events pinpointed to post content for, including team line-ups, match day posters, kick off, half time, tries scored and final results. With three games happening over a weekend, variations of each type of event was created so that each match could feel individual, while staying within the same styling.
Multi-Language & Women's
Following the completion of the designs for the mens seniors team, the designs were translated to both French and Italian for their channels to post out, giving the Six Nations the ability to connect with all of their fans. The same concept was then rolled out across Women's - all keeping the same layout, but given their own colour ways, background and font to work with the Women's Six Nations branding.
Completed at Azzuu.