Cricket Australia / BBL
Cricket Australia
Cricket is Australia's summer game. Those long hot days standing in the outfield, taking shade under the scoreboard, or listening to the game while lying on the beach, have come to define the Australian summer. Cricket shows us who we are: as individuals and as a nation.
The brand positioning, 'What we're made of' reflects this sentiment. We're made of summer, inclusion, fun, drive, passion, community, resilience, determination, and sacrifice.
While developing the identity it was important to further build on what makes playing cricket unique to this country. The strong angle is reflective of the sun hitting the wickets and the long shadows it casts. This works in combination with the bold typographic treatment, to create a contemporary identity that celebrates the nation's summer game.
Repositioning
the national game
Celebrating its 10th year, the BBL is Australia's premier T20 cricket competition. Comprising of eight teams countrywide it provides the flare, excitement and fireworks to rival any global competition. The competition showcases the best players from around the globe, including Australia, India, England, New Zealand, and the West Indies.
Collaborating with stakeholders across the country, we defined a brand strategy focused on the BBL's key selling point, excitement. The competition celebrates big moments, crowds, hits, drama, emotion all rolled into a shortened version of the game.
The flexible identity system captures the pace at which the game is played through the 'Speedlines' and the time of day at which the game is played with the 'Sunset Gradient'. In combination with the bold typographic treatment, it creates a contemporary brand identity that celebrates the contemporary nature of the format.
BBL
