Women’s Rugby branding

Ahead of the biggest ever Women’s Rugby World Cup in 2025, World Rugby asked us to create a refreshed brand - one that reflects not just the scale of the moment, but the future of the women’s game itself.

The new identity connects the ‘W’ and ‘O’ to form a symbol of a woman with her arm around a rugby ball - a small gesture that carries a big message: women belong in this game, at every level.

For me, this wasn’t just about sport branding, it was about expressing a belief: that rugby belongs to everyone. I wanted the design to feel open, modern, and unapologetically confident, something that resonates across generations, cultures, and identities.