Canterbury:
Ireland 'A New Horizon'
ART DIRECTION AND DESIGN
For the last 5 years, I’ve led the Ireland Rugby campaigns for Canterbury. I've attempted to craft an own-able look and feel for the teams comms, aiming to make the brand stand out in retail and online within a dark, gritty, rugby landscape.
A new era, with a change of management and an influx of young players, was a good time for a new creative approach with a simplified and lighter-hearted feel that tied into the brand proposition. As well as a new unprecedented time in the world and for the sport.
This enabled me to bring in bolder colours, more characterful imagery and a strong typographic and pattern led approach for both Mens & Womens teams.
It’s a new era/direction for Irish Rugby with
Andy Farrell in charge and the addition of
up-and-coming players.
On the return from the RWC there is a need
to reset and move forward (into the Six
Nations and beyond).
This is a new Ireland. A New Horizon.
Art Director – James Benn
DOP & Editor – Stu McCardle
PROJECT CREDITS
LEAD ART DIRECTOR AND DESIGN – JAMES BENN
CAMPAIGN Photography – ALEX DE MORA
TRAINING STILLS – IURDANA DE PRADA
Retouch – WILLIAM UGLOW
MOVING IMAGE – STU MCCARDLE
Production – EMMA BETT