This is our rugby remix for RWC France 2023. A fresh and innovative approach was applied across the entire global design package for the world’s third largest sporting event.
The design package boasts a surprisingly playful title sequence featuring over twenty characters across nine French host locations in a fast-paced celebration of rugby.
A story of spectators connecting across France with the game itself.
Central to our design principle was that, since fans were going to watch anyway, the package should appeal to a broader, younger and more global audience.
The red brand mnemonic, known as the ‘Mobius’, features throughout all of the tournament’s marketing collateral, and we placed it front and centre in both the title sequence and all match graphic designs.
Match graphics were given a contemporary twist, with the red mobius being used to navigate the eye-to-screen information.
Created by Ignite and delivered by AE Live; ground-breaking stat driven real time graphics were combined with live data feeds to enhance every viewers’ enjoyment of every game.