We won a 3-way pitch to work with Magic Weekend Creative, ultimately satisfying a brief that involved creating a brand image and campaign graphics for Europe's largest official rugby league festival. Our work needed to appeal to every age range with a fun 'summer festival' feel – a departure from the client's previously 'darker' design.
After studying the sport – and its culture and audience – in detail, we then conducted a comparison with other relevant sports, helping us build up a detailed insight to inform our creative plan. We then produced three original concepts, finally developing one into a compelling mascot character graphic. The chosen concept was rolled out across all event collateral, including billboards, passes, tickets, posters, flyers, press adverts, digital assets and track perimeter banners.