Brand Visual Development
USA Sevens has become one of the premiere rugby events for both international teams and spectators. When the event was to be held in San Diego, Sevens contacted my firm to give them a more sophisticated and conceptually themed image.
Anyone familiar with rugby knows, and if they’ve played they know all too well, that the players are the heroes of the sport. Learning the game, you realize that the physicality is impressive and the teamwork is inspiring.
USA Sevens principals had a dynamic concept: reflect the host city heavily in the design, give respect to the sport and it’s athletes, and build a visual system that transcended type and image on a page while allowing for flexibility for spontaneous graphic and collateral needs. We needed to connect to emotion and appeal to loyalty. Figuring out what this looked like was going to be a joy.
We knew early on that a flexible but beautiful narrative visual treatment was going to be everything, and that we needed to focus on the core elements—the players. We wanted beautiful imagery as well as captivating effects to pull off the re-positioning, so we worked heavily with the great source artwork Sevens had on file. We also wanted to make sure the techniques could be easily adapted to future events and locales, as well as unforeseen collateral needs.
We developed a system that used visual cues from the host city as heavy contributors to the overall theme and designed several image treatments to accompany the overall feel and allow flexibility for future usage needs.