Destination SVNS

Forget Ibiza, the Caribbean, or the Canary Islands , there’s a new hot destination this year. HSBC SVNS, World Rugby’s reimagined and rebranded global celebration of rugby sevens, isn’t just a tournament, it’s a full-throttle festival across eight iconic cities.

For the “Destination: SVNS” campaign, I wanted to bring a fresh, unexpected lens to the world of rugby, something vibrant, inclusive, and graphically bold. I created a series of playful illustrations that leaned into the wild, festival-like energy of the events: palm trees clashing with rugby ball, ramen after watching game, and rugby player in dancing beach-side.

Colour played a huge role, we ditched the muddy tones of traditional sports branding for a palette that screamed “vacation mode.” Everything was designed to make rugby feel like a summer you didn’t want to miss, even if you’d never watched a match before.

Campaign Design
Client: HSBC World Rugby Sevens
Role: Lead Designer
ECD: Steve Howell
Creative: Eve De Haan
Produced in 2023 at Dark Horses