Pushing boundaries

Cricket is a game that has defined the classic Kiwi summer for generations. The problem is that the New Zealand of tomorrow will not look like the New Zealand of yesterday. We created a purpose led brand for NZC that would resonate with tomorrow's NZ – colourful, diverse and progressive. A brand that lives and breathes connection

We conducted consumer research, stakeholder interviews, workshops and market immersion to gain a clear understanding and direction to create a brand that represented a connection point for New Zealanders to get up, get moving and build communities. This was about positive momentum so that together we could push boundaries.

At the heart of every New Zealander rests our fern. This is the symbol that represents New Zealand and New Zealand Cricket. Our identity needed to represent progression and forward thinking, but at the same time it also needed to be connected to Cricket itself. Taking the heart of the existing New Zealand Cricket logo we created an identity to become a New Zealand icon of tomorrow.

A changing game; for a changing New Zealand
Fun, short, approachable and accessible is what gets kids, parents and friends moving. The purpose to connect New Zealand through our spirit of Cricket opened up thinking in everything NZC now does. Everything from the way people play the game right through to how people are entertained by the game is driven by our purpose.