Harlequins Rugby Football Club is an English rugby union team who play in the top level of English rugby, the Aviva Premiership. They are the current champions.
We developed the Harlequins Heartland campaign into a long term positioning, activating intangible brand dimensions of home, tradition and loyalty. The objective was to create an idea about the brand that is independent from game day performance and sustainable.
The Harlequins Heartland campaign built a compelling platform reflecting the team’s rich heritage and positing the Harlequins brand at the epicentre – ‘Heart of London Rugby’.
A Harlequins new brand architecture was developed to make activation strategies simple to communicate visually, new fonts were employed to make existing logos more open and approachable.
A look tools kit including backgrounds, treated photographic images of players are all in use. Advertising headlines key off of this concept, producing a bold and classic look and feel, evoking rugby’s power and its regional roots, intensifying the emotional bond to fans and partners and positioning the brand as a destination of the heart.