Rugby Women's World Cup
Project
The Women’s Rugby World Cup 2025 in England is shaping up to be one of the year’s biggest sporting moments.
The task was to develop a campaign to drive ticket sales for the Women’s Rugby World Cup. It needed to elevate the WRWC beyond a standard sporting event and feel unavoidable, instantly capturing the tournament’s scale and cultural significance.
My role involved supporting conceptual development, contributing across design touchpoints, and delivering a suite of digital assets.
Approach
The approach was to create a raw, urgent identity built to feel impossible to ignore. It plays on the contrasts that make women’s rugby so special; The grit and the glory, the rivalry and the sisterhood. This direction aims to celebrate the power and heart of the game.
Outcome
Drawing from the language of fly-postering, which is often layered with energy and movement, it's designed to stand out in busy environments, immediately capturing attention with contrast, texture, and urgency. The result is a raw, high-impact identity that feels current, powerful, and alive.
The campaign drove ticket sales to a record high, with over 220,000 sold, already 50 percent more than RWC 2021.
Extension
This campaign lived beyond the game. We delivered assets and clear guidelines to tournament partners, enabling them to build on the identity and carry it across fixtures and collateral.
