Successful summer with Cricket Australia

22/03/2019

Brand brought to life across stellar cricket season

Cricket Australia engaged us to bring their brand to life in stadia for cricket fans nationally over the Australian summer. We successfully created a tailored brand program with bespoke elements for each stadia and match type, enhancing the brand experience for TV viewers, VIP Guests, spectators and the Australian Men’s Cricket Team.
 
For each format of Men’s and Women’s Cricket, there were specific brand assets which we developed with the client to create two different look and feel guidelines; Test Cricket and Limited Overs, each of which included wayfinding, kit of parts and bespoke designs. A steadily increasing scope grew to include Women’s Internationals and all Men’s Senior matches covering 16 matches across Australia between October 2018 – February 2019.




Key positions were identified to maximise the exposure of the Cricket Australia brand, with all venues nationwide receiving brand enhancement to the Australian Team changing rooms, tunnels, hospitality lounges, box offices and spectator routes and entries. In addition, there was an increased focus on branding at the Sydney Cricket Ground for the Pink Test, resulting in the installation of framing systems which will benefit all users of the venue for many years.
 
The Men’s team hosted South Africa, India and Sri Lanka as their touring guests. An extremely popular and vibrant tour by the Indian team ended in their first ever test series win in Australia and a highlight of the Sri Lanka series was the first test match played at the Manuka Oval in the Australian capital, Canberra.

We worked closely together woth Cricket Australia in their first season of a new branding programme. This included a Project Manager spending 97 days ‘on-the-road’ with the team, arriving and setting up in each venue in time for the first press conference and readying the changing rooms for the team’s first practice session.  This successful relationship will continue to grow and develop over the next few years.