Australian Rugby Union rebrands to Rugby AU as it attempts to become a game for everyone

Australian Rugby Union has rebranded to Rugby Australia or Rugby AU with the help of creative communications agency Digilante.

The new branding is part of an organisational change aimed at marketing Rugby as a game for everyone which is “relevant, inclusive and accessible”.

Australian Rugby’s old branding


Eric O’Brien, executive creative director at Digilante, said the rebrand had to reflect an organisational change that goes beyond a “corporate face lift”.

“Reinventing such an iconic, long-standing organisation required a lot of listening and understanding to confidently propose a new identity that fans, stakeholders and participants alike would connect with.

Rugby Australia’s new branding


“Digilante used the rebrand as an opportunity to restart a positive conversation around Rugby and what it has to offer to individuals, teams and communities,” O’Brien said in a statement.

Explaining the new branding the ECD said Rugby AU represents both girls and boys, men and women and all of the elite national teams including the Wallabies.

“At its heart, we wanted to create a future-focused identity, one that embraces diversity and enables Rugby to deliver on its objectives in appealing to future participants. Ultimately, it is about celebrating the human qualities of Australia’s great global game by showing Rugby in a new light,” O’Brien continued.

In early 2018 a television campaign will be released to promote the new branding alongside a new website and digital media strategy.

Bill Pulver, CEO of Rugby Australia, said: “We are thrilled with our brand evolution that will be revealed over time. Our new identity embodies Rugby’s shared vision to ‘inspire all Australians to enjoy our great global game’ and is the first step in our broader strategy to re-define Rugby for future growth, with a message to all Australians that if they are part of Rugby, they are part of much more than a game.”


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