USA Rugby
Branding || Event Collateral
Branding || Event Collateral
In 2022, the Breck Creative team worked with USA Rugby to rebrand their event swag in a way that would deeply connect with both fans and athletes. This branding needed to embody the spirit of rugby itself, capturing its raw energy, camaraderie, and unwavering spirit.
Award Winning Design
USA Rugby was presented with a collaborative selection of brand materials, including event signage, banners, and swag, each designed to capture the raw energy and passion of the sport. The swag, a carefully curated collection of apparel and accessories, was both functional and fashionable, allowing fans to proudly display their support. The final selection, a testament to the collaborative effort and creative vision, ultimately won Gold for the 2024 Ava Digital Awards.
Initial Concepts
The initial concepts for the new USA Rugby identity were born from a deep dive into the sport's raw history, a history steeped in grit, determination, and a rebellious spirit. I wanted to capture that essence, that raw energy, and translate it into a visual language that felt both authentic and modern. I looked to the bold, expressive world of graffiti, with its layered textures, vibrant colors, and unexpected juxtapositions, as a source of inspiration. The result was a design that felt both grounded in the sport's past and poised for a dynamic future, a design that spoke to the raw power and undeniable passion of the game.
