Autumn Internationals
The Brief
The Rugby Football Union (RFU) set out to relaunch the England Rugby brand ahead of a high-profile test series against their Southern Hemisphere powerhouses: Australia, New Zealand, and South Africa. Tasked with elevating the brand direction, our challenge was to strike the balance between heritage and reinvention
The Outcome
England Rugby was reimagined to feel modern, cool, and magnetic to a younger audience, while staying true to its deep traditions. We brought this to life through creation of an unforgettable pre-game atmosphere using dynamic LED content across perimeter, tier, and giant screens synced with music, pyrotechnics, and lighting. Resulting in a refreshed brand expression that energised fans, resonated across audiences, and positioned England Rugby with renewed cultural relevance.