Raising the game
- Client:Netball World Cup
- Project:Netball World Cup Liverpool 2019
England’s netball scene was on the rise after their gold win at the 2018 Commonwealth Games, so the 2019 Netball World Cup’s branding had to position it where it belonged – among the elite. We created a brand identity that defied preconceptions. Rolled out city-wide, our branding showcased the power of the sport – engaging a new audience and inspiring future players.
Picture this: it’s 2018, and fuelled by England’s historic gold at the Commonwealth Games, Netball’s star is rising fast. Participation and match attendance have grown significantly over the last four years, with sponsorship and media exposure following on.
Looking to 2019, Netball World Cup wanted to ride that wave. The event was coming to England for only the third time in its 56-year history: a golden opportunity to bring the sport to the next level in terms of profile and participation.
A different story
Fighting back against dismissive attitudes toward women’s sport, the organisation were looking for someone to tell the real story of netball, and the incredible women and girls behind it all. They needed a standout cross-channel creative solution that promoted the 2019 Netball World Cup, positioned Liverpool as the ideal host city, and appealed to all existing and potential audiences. We pitched, and won.
First, we needed to devise a concept. As a result of a highly successful workshop, we established four brand pillars of the Netball World Cup, which would go on to define every aspect of the creative.
Hand in hand with strong creative, we knew that consistency was key to keeping the momentum going in the months leading up to the event. Acting as brand guardians, we developed a full set of brand guidelines which made sure everyone was on the same page.
This is netball
Elite sport. Empowering women and girls. One incredible destination. Welcoming the world. These were the four brand pillars that became the foundation of the entire event.
Using the event logo as a starting point, we created a dynamic graphic device that could be used in various ways across all collateral. To add that thrilling sense of movement associated with the sport, we used a freeze-frame colour explosion as a backdrop that complimented graphics and imagery that showcased the dynamism of the athletes.
We built strong, punchy lines of copy around a central story about people from all walks of life coming together to enjoy the sport. This allowed us to write key ideas of inclusivity, connection and empowerment into the fabric of our messaging.
The Netball World Cup Liverpool 2019 stood alongside other global, high-profile sporting events with branding rolled out city-wide on everything from volunteer hoodies and lanyards, to posters and billboards. Our design work also made it onto the court in the form of graphics, and even on to the ball itself.
Our campaign hashtag #thisisnetball was used over 53,500 times. With such widespread social media exposure, our branding played a big role in ensuring that the next generation of players were inspired by the event.
Front Page worked closely with us to really understand our brief and create a brand concept that truly reflected the story behind Netball World Cup Liverpool 2019. We are delighted with how our brand pillars are brought to life through a stunning creative that will work well across the many executions required for a major sports event.
Anna FlandersMarketing and Commercial ManagerNetball World Cup 2019