Uniting tradition with progress to reinforce Australian cricket.
Mindful of combining the richness of Australian cricket’s proud history and tradition with a new identity for the future, the creative strategy focused on the development of a fresh new persona for Cricket Australia. While still traditional in look and feel, the brand identity is reinforced by a brand architecture that unites the brand essence of cricket across the state bodies.
Creative Idea – Growing the love of the game
The brand identity solution enabled the story of the game to be expressed. The design gave deeper meaning to all Cricket Australia’s brands as part of the ACB’s guardianship ‘for the greater good of the game’. Furthermore, it created a role model in brand delivery in Australia, and conveys the notion of ‘the spirit of cricket shaping cultures, characters, and national identity’.