New Zealand Rugby
When there’s more than national pride at stake.
The New Zealand Rugby fern is the most distinct of all New Zealand ferns. On a black background it often supplants the national flag.
Client
New Zealand Rugby
Project
Brand Protection and Implementation
Location
Wellington, New Zealand
Year
2003
-
2018
Role
Creative Director, Art Director
Agency
DNA Design
Category
Elite Sports Branding
Contributors
Todd Barberel – Client Lead
Grenville Main – Strategy overview
Charlie Ward – Design
Andy Radka – Texture photography
Tim Worrall – Te Ao Māori design
Strategy
Art Direction
Concept Creation
Brand Signature
Packaging Design
Creative Direction
Stakeholder Engagement
The All Blacks, one of the most recognised elite sporting brands globally, represent more than just champion rugby players. The silver fern has become a symbol that embodies the very essence of Aotearoa (New Zealand).
Our longstanding partnership with New Zealand Rugby (NZR) dates back to 2003. Over the years, we’ve collaborated on numerous projects to strengthen and protect the silver fern.
Recognising a need for reassertion of ownership, we were brought in to help NZR regain control over their visual identity, licensing, and help ensuring consistent application across sub-brands.
Our work encompassed a comprehensive brand enhancement and protection strategy. This included rebranding the All Blacks and their high-performance team brands, developing a cohesive and strategic brand architecture.
We also designed brands for international competitions, formulated a brand architecture strategy and guidelines, and designed bespoke brand signature elements that had a strong Tikanga Māori focus.
A significant portion of these projects involved extensive strategic planning. We ensured consistent application of brand design and deliverables across all touchpoints. This meticulous approach solidified the New Zealand Rugby stable of elite brands and ensured their enduring legacy.
For success on the field it was vital there was success off it as well. A series of brand protection measures needed to be put in place, meaning the elite New Zealand Rugby brands were able to keep integrity and mana intact.
With all the protectable assets in place I created a series of guidelines for all of the elite team brands. There had to be a balance between the rules and the licence to apply the brand in a flexible way.
With more control over the New Zealand Rugby elite team brands and our famous silver fern, there was finally adequate protection in place. A series of distinct and own-able assets meant our fern could fly with the integrity it deserves.