Wasps Rugby – Brand Evolution & Integrated Marketing Campaign

A major brand evolution and integrated marketing campaign developed for Wasps Rugby during the club’s relocation from Adams Park to the Ricoh Arena in Coventry.

The project centred on repositioning the club within its new community, creating a distinctive campaign platform that connected Wasps with Coventry’s culture, history and working-class identity. Through a combination of strategic brand development and creative campaign execution, the work helped establish a clear and recognisable voice across supporter communications, membership marketing, match-day promotion and outdoor advertising.

As Lead Designer and Art Director, I developed the campaign identity, visual language, typography system, photography treatment, messaging framework and brand guidelines. The resulting creative platform was rolled out across direct marketing, season ticket campaigns, press advertising, outdoor media, supporter communications and match-day collateral.

The campaign blended gritty monochrome sports photography with bold typography, local cultural references and a deliberately uncompromising visual style. This approach helped transform a relocation campaign into a broader story about community, belonging and local pride, giving the Wasps brand a distinctive and memorable presence within its new home city.