The RFU wanted to create a new brand identity for the Red Roses, to attract new audiences to get behind the current No.1 ranked team in the world.

To help them achieve this objective, we designed a multichannel campaign to build support for the England team throughout the TikTok Women’s Six Nations this spring, and leading up to the Rugby World Cup 2021 (playing in 2022) which will be played in New Zealand later this year.

The new positioning, ‘One In, All In’, brings the unique identities of the Red Roses players to the fore whilst also celebrating the power they have when they come together as a team.

The main hero film for this brand refresh has now been released and is a key step in developing the Red Roses’ own brand identity.