ABOUT

Rhapsody took to the pitch in order to bring the Rugby League World Cup into a new age. For the first time, the tournament contained three parallel competitions: Men’s, Women’s and Disabled events. Inclusivity was a key factor in this and needed to be projected across all communications and marketing.

We started by looking for hooks within the brief that we felt had potential to exploit and emphasise. The unique format of THREE simultaneous tournaments was one such identifier - a World Cup first. We liked the inclusive nature of this, that the Women’s and Wheelchair competitions weren’t an after-thought to be bolted on at the end of the Men’s. We felt that your vision for ENGLAND 2021’s bravery, diversity and endeavour were key to creating the visual language for this route.


WE ARE ALL EQUAL TO THE CHALLENGE
We were inspired by the diversity, inclusivity and balance that has been apparent through the initial competition creative, we are all competing on a level playing field. One game. Together.

THE TRIANGLE IS EQUAL, BALANCED AND DYNAMIC. A PERFECT VISUAL METAPHOR TO CARRY THE CORE VALUES OF THE COMPETITION.

In tandem with the goal of being ‘the most digitally connected sports entertainment event in 2021’ We looked at ways of digitising the trophy design as a logo mark for the event. Working from an image of the trophy, we refined an angular and digital friendly version of the trophy design. This simplified yet dynamic mark will allow us maintain brand quality across a variety of digital platforms.