TikTok Women’s Six Nations Rugby
Changing perceptions with a sparky new identity
How Now Creative: Design Director - Creative Strategy | Brand Identity | Motion Language | Broadcast Package | Social Toolkit | Merch | Brand Guidelines
01. Challenge
Faced with increasing the visibility of women's rugby and engaging more fans, Six Nations had to reach a younger and more diverse audience to build a vibrant and loyal community. The new identity cuts through the visual tropes of the legacy brand and provides a springboard for change and growth.
02. Approach
Building on the brand idea of ‘Electrifying Togetherness’, we created three strategic design territories allowing us to stretch the visual expression in different directions.
Our creative hook, ‘Vital Spark’, is intrinsic to the execution and is imbued in the W6N logo, colour palette, motion language and on-air broadcast graphics.
The ‘Vital Spark’ symbolises the energy at the start of an attacking play and the excitement of fans coming together from all over the globe to enjoy the game. It’s a moment of ignition, a catalyst on and off the field.
03. Solution
Designed with a youthful TikTok audience in mind, the simplified and abbreviated ‘W6N’ logo is short, sharp and easy to hashtag. Crafted to be instantly recognisable across social media platforms, the supercharged rugby ball intersects the energetic typography with purpose.
The identity is designed to grow organically with the women’s game and sets the tone for the U18 and U20 Championship sub-brands.
An identity designed for maximum impact, whether experienced on your mobile or broadcast to a global TV audience.
04. Impact
Since brand launch we’ve witnessed some staggering results:
69% increase in match attendance YOY
64% increase in TV viewing figures
48 million post views on TikTok
Social following across all channels more than doubled YOY
Over 56k people attended the final at Twickenham, a world record for a women's international rugby match
Project Team
Exec Creative Director: Phil Bolger
Strategy Director: Craig Wood
Head of Production: Julia Potter
Motion Designer: David Phelps
Artworker: Darren Dutch