Southwark Lancers Rugby by matthew evans

MATTHEW EVANS

FINAL MAJOR PROJECT SOUTHWARK LANCERS RUGBY BRANDING BA HONS MOTION GRAPHICS

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BRIEF SOUTHWARK LANCERS PROPOSITION We wish to revitalise the Southwark Lancers brand with a brand identity that is in-keeping with the tradition and heritage of the sport. We are optimistic that there are exciting opportunities to be explored which would achieve our aim to raise the profile of our club. However, this would need to be within the confines of a low scale budget. The sport of rugby was born in England during early 19th century, however the traditional rugby image is beginning to look dated in todays modern culture. As a new club (3.5 years old) attaining 3 league promotions, providing ametuer, social & competitive rugby, it is important that the brand resinates with budding rugby fans and people new to the game.

TARGET MARKET Located in one of the most central locations of London we aim to provide amateur, competitive rugby for senior players. The club can only function if there are players therefore it is important this is the main target. The club is surrounded by several universities. It is worth while appealing to the younger talent within the city. The target audience for the club is rugby enthusiasts / fans / players as well as people who are new to the game. Branding deliverables: • Logo • Typeface • Promotional video • Website / social media • Brand extension: Playing and Training Kit. Southwark is restricted from advertising in the location they play due to public land ownership therefore it is important for the club to create a strong online presence.

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BRAND STRATEGY BRAND IDENTITY

BRAND ARCHITECTURE

What is the core product or service?

More than one key product or area of operation?

CROSS-PLATFORM

BRAND VALUES What does Southwark Lancers stand for?

SOUTHWARK LANCERS

Rugby. Inner city rugby.

What does the brand do best?

Are these in different markets?

What is the brands origin and heritage?

The game of rugby outside its traditional rural and public school environment. Southwark is located on the perimeter of the city centre.

N/A

Burgess Park, Southwark. Nicknamed: â&#x20AC;&#x153;The Cageâ&#x20AC;? for its high rise fencing.

What does the brand not do?

Only unaware of certain sponsor. Showing a lack of exposure for supporting sponsors.

Never has the same team. Always people coming and going. London lifestyle.

Where you unaware of any brands?

Inner city rugby.

What is the vision of the founder? An established inner city club playing competitive rugby.

Play rugby

What aspects of the brand discourage / encourage?

What is always present in its products? new players / social What are the characteristics of Lancers rugby? Diversity & equality. New players are welcomed to the game in addition to experienced players.

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Training 2

The continuous change of players can be a deterrent for some due to the lack of team building, however this subsequently provides opportunities for player progression within the team.

Lifestyle items T-shirts Caps Programmes Sponsoring Events

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BRAND STRATEGY TONAL VALUES

BRAND ARCHITECTURE

RFU CORE VALUES

What does the brand value?

Strengths

Hard work / teamwork / commitment.

Diversity

The RFU (Rugby Football Union) generated five core values in order to ensure the original principles of the sport are not lost as it grows.

Language & style of brand?

Good facilities

Diverse, Heroic, War like.

Opportunities

Masculine or femenine?

Never same team

Masculine, definately.

Less competitive rugby

Car?

Player of the week

Black Land Rover Defender.

Online presence

It is important I do not ignore and overlook these values when choosing the direction of the brand.

Weaknesses Commitment Funding Lack of advertising space Threats Never the same team

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COMPETITION LOCATION To make a decision on the direct competitors of the Southwark brand is difficult. My initial choice is to compare the brand with competing clubs in its current league. However considering the location of these clubs, Southeast London and the type of clubs that they are (local clubs, not necessarily inner city clubs). I believe the direct competitors of the club are those within the city. •Harlequins •Blackheath •Millwall •Charlton •Beccehamiens •Greenwich RFC •Cheeky Ladies

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COMPETITION PREMIERSHIP The Premiership hosts a variety of brand approaches. Some traditional some modern. My favourite in particular is the Harlaquins. Despite the logo showing no relevance to the sport of rugby, it works effectively outside of the sport as a sportswear logo. This proves to be great advertising strategy for the brand and allows it to appeal to a wider audience. More traditional crests show a passion for the heritage and traditions of a club, coming across in a more formal manner. I like the idea of creating more of a a lifestlye brand considering it is an amateur socially orientated team. Is it important to show a connection to rugby within the logo such as the Saracens or Worcester logo? At a social level, I believe this isnt necessary.

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COMPETITION INTERNATIONAL The international logos vary in style, however all traditional logos donâ&#x20AC;&#x2122;t necessarily look dated. Such as the English rose or the South African springbok. This is something I wish to create for the Lancers brand. International brands, just like The Premiership brands, incorporate a rugby ball. Considering the club is not of high exposure I donâ&#x20AC;&#x2122;t feel it is important to establish this within the logo. It will be important that imagery surrounding the logo makes reference to the sport.

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COMPETITION SUPER 14 The Super 14 brands show similar characterstics to the American football brands. Showing a clear dfference in personality in some cases such as the Highlanders. However other brands show seriousness and sophisticated finish such as the clean, minimal approach taken by the Waratahs. The client wishes to look at keeping the brand linked to the tradition and heritage of the sport. One aspect that can be learnt from these brands is brand personality. This is something I intend on putting emphasis on as traditional rugby brands donâ&#x20AC;&#x2122;t tend to do this.

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BRAND DNA Stand Point Inner city amateur rugby

Core Values Diversity

Southwark

Benefits Exciting

Physically & mentally demanding

Versatile

Personality Irreverent

Versatile

Ability to bond

Skillful

Social

Tough

Dynamic

Audio / Visual Urban

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Contemporary

Woodkid

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INSPIRATION STADE FRANCAIS The Super 14 brands show similar characterstics to the American Football brands. Showing a Stade Francais was born in May 1995. It was born from the merging of two clubs, Stade French and CASG. The stade Francais brand has been succesfull in finding a market position that makes the brand clearly memorable within the game of rugby. This is a major inspiration for the direction of the Southwark Lancers brand.

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INSPIRATION HARLEQUINS

K-SWISS

Harlequins comes across as another lifestyle rugby brand which is reinforced by its core product. Harlequins Rugby Club. I believe they target a young audience, showing energy, and a sense of humour through the brand design. This point is reinforced by their student offers for rugby games.

The K Swiss tubes advertising campaign, featuring Kenny Powers, repositions the brand in away from the leading competitors Adidas and Nike. Deciding to use online advertising has allowed the brand to communicate in a tone unacceptable on television broadcast. The irreverence of the brand is a great example to show how a company can succesfully dis-associate themselves from band competitors. This creates â&#x20AC;&#x2DC;brand real estateâ&#x20AC;&#x2122; in the mind of the consumer. The most valuable advertising outcome.

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“THE BRAND IS NOT” RAIDERS

THE LONGEST YARD

Despite certain personality values of the brand that appeal to me when thinking of the direction of the Lancers brand. It is important the brand holds a level of respect and doesn’t feel intimidating like this, which is one of the personality values of the Oakland Raiders NFL team.

I don’t wish to make the team come across as rogues. A level of seriousness in the design and production of the promotional material is needed. This will reinforce the aims of the club to ultimately play competitive rugby.

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“THE BRAND IS” URBAN

PECKHAM

Considering the brands location (located not far from Peckham) a more urban approach for the ‘inner city club’ is possible. However I feel this is too controversial as a first impression. This also is slightly too cliche and obvious. The brand should not be positioned this close to these types of references. All though these sentiments are relevant to an urban brand, I would hope to instill them in a less intimidiating manner.

Having looked at references to Peckham and its location, I believe there are elements that can be incorporated without creating a sense of intimidation. For instance the crest which I found has reference to the traditional aspect of Rugby. Shows similarites to crests of other rugby teams. I like the idea of finding a balance between tradition and modern.

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INSPIRATION RUGBY CLUB SPECIAL

WOODKID

With the up and coming British and Irish Lions tour ahead, I decided to watch the The Rugby Club special. They included a short piece looking at the great leaders on the Lions tour. The music they had chosen was an artist I take a liking to and like the style of his brand. It even sits within the medevil / historical style however with a contemporary finish.

Woodkid. Is a music artist. He featured one of his tracks on the Rugby Club Special. The imagery shows a perfect balance to the refences from previous research such as: â&#x20AC;˘Urban moodboard â&#x20AC;˘Peckham moodboard I believe this is the right balance of historical & urban-like reference. Done in a contemporary manner, targeting the main aim set within the brief.

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INSPIRATION NICK FIDIAN

CATHEDRAL

Nick Fidian is a sculpture artist. His work has featured in Southwark near the river thames. I felt I could draw inspiration from this for a possible logo. The horse has reference to the lancers tradional theme.

Having noticed that one of the most visible landmarks next to the club is a gothic like church. I decided to develop my resarch in this direction. If the brand is centered around this style, the local landmark will become associated with the club, making it easier for people to recognise its location.

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INITIAL IDEAS LOGO Here you can seem some interpretations of Nick Fidians horse sculpture. These interpretations are to look at how it could be applied as a possible logo. Surrounding the Nick Fidian inspired ideas are a variety of styles and interpretations of other horse logos inspired by the rising horse in Woodkids music video. Looking at futher inspiration from Woodkids music video. I looked at more informal, contemporary designs.I didnâ&#x20AC;&#x2122;t feel these designs expressed the core values of rugby or the personality of the brand. I particularly like the full sized horse on its back legs. It gives a sense of strength and grace. It feels slightly femanine therefore I will look at developing it further to show more masculinity.

INITIAL IDEAS Some of the logo ideas, on the page to the right, show no reference to the research, influences and inspiration recorded with the brand. This is because I decided to sketch potential logos to put my initial vision on to paper. It is clear that the majority show medieval references therefor I am confident with the chosen direction.

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DEVELOPED IDEAS LOGO I have deliberatly stayed clear of the idea of using a crest becuase of its stereotypical link to rugby. However I wanted to see what one of the cathedral stained glass windows would look like as a possible design. Most importantly, having developed the full body horse and made it feel more masculine. I feel this is the design I wish to progress with.

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TYPOGRAPHY PRIMARY Having settled on a potential logo, I decided to look at some potential typefaces that would also express the brand. When deciding I am keeping in mind the lifestyle, potential fashion-like approach to the brand. However I also wish to maintain the tradition and heritage of the sport. The font I have chosen is Times New Roman. It is a strong and sturdy font that also expresses the Lancers point in comparison to the rest. It also provides italics unlike the close competitor Mongolian Baiti. This can be used for information as shown in th sample.

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TYPOGRAPHY SECONDARY A second type font will be needed in order to seperate information. My initial choice was a more sport-like / western style font, Octin Vintage. However this clashes with the previous serif fonts. I believe the most suitable secondary font for this style would be Letter Gothic Bold. It is a subtle font with similar charactistics to Times New Roman. This will ensure it is submissive to the primary font.

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COLOUR ORIGINAL These are the current colours of the brand, and will be kept. They show reference to the warm red and orange tones found within the cathedrals stone walls. The black and white reinforce the contemporary, urban approach inspired by Woodkid.

#231F20 C:0% M:0% Y:0% K:100% R:35 G:31 B:32 #ED1C24 C:0% M:100% Y:100% K:0% R:237 G:28 B:36

#F9C615 C:2% M:21% Y:99% K:0% R:249 G:198 B:21

CURRENT BRAND

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#FFFEFA C:2% M:21% Y:99% K:0% R:0 G:01 B:0

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FINAL LOGO

LANCERS BA HONS MOTION GRAPHICS

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BRAND GUIDELINES SPACING The spacing and layout of the logo have been considered in great detail. The horse is positioned slightly off center (to the left) in order to try and create emphasis on the horses stance.

HEIGHT USAGE These are the chosen sizes of the horse logo for print. The minimum scale usage of the logo with type it 20mm. However this has been kerned to increase legability. Anything below 20mm. is used without text, due to legability.

20mm

45mm. LANCERS

35mm.

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below 20mm.

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BRAND EXPRESSION IDEAS These are further developments of the cathedral patterns researched.

INSPIRATION Some of the logo ideas, on the page to the right, show no reference to the research, influences and inspiration recorded with the brand. This is because I decided to sketch potential logos to put my initial vision on to paper. It is clear that the majority show medieval references therefor I am confident with the chosen direction.

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BRAND EXPRESSION FINAL

DEVELOPMENT These are the developments from the cathedral patterns previously researched. I have applied the choice of expression in a variety of styles. Textured, vector and also photographic imagery. The photographic imagery really pics up the finer details. This makes it look so much more eye capturing.

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WEBSITE IDEA Here is the initial design for the Southwark Lancers website. This could be used as a central hub for all match / media information related to the club. Also a portal to purchase clothing. The media section shows the pre season training promotional video that will be shown further into this log. INFO

SPONSORS

Southwark Rugby Club @LancersRugby

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ONLINE ADVERTISING RUGBY DUMP If the budget can be raised in the long term, one method that could be considered is to advertise online. One well known rugby blog that receives large traffic of the correct demgraphic is RugbyDump.com. This would be a great location to create exposure of the club.

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www.rugbydump.com

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PROMOTIONAL VIDEO THE UNTOUCHABLES

“THE BRAND IS NOT”

RUGBY DIVISION

RUGBY DIVISION 2

Having looked at how the brand design can be applied. I wish to make a promotional video that expressed the brand personality and tonal values.

This is a viral documentrary produced by three rugby enthusiasts. It created exposure for the Club Clapham Falcons RFC however its beliefs are not inline with Southwark’s. It’s sense of humour and love for the social aspect of rugby is relevant however Southwark Lancers wish to show a level of seriousness and competitive edge.

Continuing my research, I came across a promotional video for a rugby apparel brand, Rugby Division. Cut away shots were used through the majority of the piece. Considering I wish to make feel like a lifestyle brand. I will try and incoproate this into my piece.

I found these shots of another Rugby Division piece of real interest. I will look at capturing close ups for my promo.

This is a recent advertising campaign ran by England Rugby in partnership with 02. It looks to make the game appeal to a younger, trendier audience. It is fast paced and dynamic. This is something I intend on incorporating into my piece.

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PROMOTIONAL VIDEO MAIN INSPIRATION I like the idea of black and white for the promotional piece. I may look at incorporating a red / orange tint. The perspectives captured in this piece, particularly, the shots from behind the subject feel strong. Also the cut aways of the hand by his waist and the carrying of the equipment.

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PROMOTIONAL VIDEO STORYBOARDING In order to ensure the shoot was done effecitiently I kept a note of all the shots captured and the ones that couldnâ&#x20AC;&#x2122;t be captured for a variety of circumstances.

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PROMOTIONAL VIDEO TEST SHOOT Having gained inspiration for the shoot, I decided to do a test shoot. Capturing the perspectives I liked in the location it would take place.

(GRADING) Here is an example of the grading that was performed on the piece. The desired grade is linked to the brand colours, merging the black and white with a slight tint of red coming through.

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PROMOTIONAL VIDEO MOTION GRAPHICS I looked at ways of expressing the brand. Certain styles worked however others didnt due to technical reasons. For instance: the illustrative lines applied didnâ&#x20AC;&#x2122;t work with certain shots due to camera shake. Tracking was the only option however due to colours in the shots, the objects struggled to following the desired object.

(BRAND EXPRESSION) The experiments that took place when developing brand expression can be seen applied to the promotional video. Other than the technical issues stated above, the imagery that worked best within the piece was the photographic imagery. This gelled with the lens based work and making it for more realistic. This alters the tone to feel more serious.

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PROMOTIONAL VIDEO CALL SHEET Having done the test shoot I decided to recruit some volunteers in order to help me produce it. I felt the easiest way to sell it was to send the volunteers a small teaser of the test shoot. Also attached, a detailed call sheet in order for the them to understand the plan clearly.

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PROMOTIONAL VIDEO SECOND SHOOT The volunteers were happy to help, capturing the second test of potential material. I was looking forward to directing the production and communicating my ideas clearly.

(BEHIND THE SCENES)

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PROMOTIONAL VIDEO EDITING I decided to create small frame sketches of clips i wanted to use in order to create a clear storyline. This allowed me to realise what shots I had missed or could have captured. Having looked at these frames I decided that one last shoot was necessary.

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PROMOTIONAL VIDEO FINAL PIECE I believe the final piece provides a clear narrative showing the euipment being prepared for pre-season. The typography compliments the shots it sits within. To develop this piece I would work on the impact of the phrase “awaits you”. It doesn’t feel explosive or empowering as it could be. Overall I am happy with my ability to direct and produce a promotional piece taking into consideration the kinetic typography. The quick and energetic pace of the piece keeps the online audience captued ensuring the viewer is entertained throughout.

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BRAND EXTENSION GUERILLA ADVERTISING To expose the brand further a projection mapping visual has been produced. This form of Guerilla advertising, which could increase exposure at a reduced budget, allows the brand to create an online buzz.

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BRAND EXTENSION PLAYING KIT

LANCERS

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BUSINESS CARD

1 1

BEN HAMMOND CAPTAIN

LANCERS BURGESS PARK NEATE STREET SOUTHWARK SE15 6

HAVE FAITH INNER CITY AMATUER RUGBY

INFO@SOUTHWARKLANCERS.CO.UK

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SUMMARY EVALUATION The decision to reposition the Southwark Lancers brand, giving scope for the brand to be used on smart and casual apparel, allows the brand to appeal to a larger market. On top of this is a subliminal connection with historic, relgious buildings within the London Borough. To develop this brand personality, in the future, I would apply the brand expression to apparel. Allowing players and fans to express their support for the club and/or sport. Overall I believe a showed the ability to create a uniform online image, supported by a in-brand social media campaign that wasnâ&#x20AC;&#x2122;t expressed in enough detail. I believe this is a potentially strong strategy for the club and will propose the concept to the club to continue its development.

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