The ‘Re-Brand’
The National Rugby League (NRL) is the largest sporting organization in Australia.
In 2019, the NRL launched a bold new look for the NRL Telstra Premiership and to complement the new design direction the introduction of a refreshed design for the NRL.com website, the Telstra NRL Premiership App and all of the social media. The change to the brand on all its touch points followed an extensive research and consultation process which began in 2017 and included focus groups with key stakeholders including fans, clubs, partners, executives and media. As it stands, the NRL has sky rocketed to over 3 million new unique account registrations in a year well surpassing expectations.
Locked away in a room for 3 days straight and plenty of coffee supplied, we came up with a Match Centre unrivalled and unmatched. Rich in experience and full of content the avid fan would appreciate. A timeline with key moments in the game, live videos, photos, social and more…
If you love your stats then the NRL site has it packed due to a demand and appetite for fans to know their teams and players every move.
We created a ‘modular systems’ based approach to template creation. Modules were defined by their content type then mapped to the relevant page templates. This helped the team drive efficiencies when designing/coding and also allowed for future scalability - a key requirement for the business. Our mobile first design approach helped communicate to stakeholders the importance of lean, structured and impactful content and how it contributes to the overall narrative and experience.
Rugby League brought with it a new and fresh approach to NRL’s digital brand language. The focus was to create a clear and resonant tone of voice, one which was strong, confident and to the point and expanded the games audience to new levels.. The narrative was clear and simple supported by premium in-house NRL award winning photographic content.
Exceeding the businesses expectations with unique user account sign-ups at 3x. Doubling our active users to over 3 million each week during the season while reaching our highest ever NPS score.