London agency Onwards unveiled its rebrand for England Rugby, developing a new identity and "defining its positioning to reflect the diversity of everyone who plays and supports rugby in England," according to Andy Mallalieu of CREATIVE BOOM. The new identity "embraces storytelling," from grassroots to both male and female elite teams and at its heart is "The Timeline" -- a linear graphic system which visually represents England Rugby's core message -- "The Game of Our Lives" -- and houses different content types to create a "rich and diverse design language." The identity was built to work in flexibility "everywhere from stadium signage to social media posts," prioritizing "coherence over consistency." Onwards has been working closely with England Rugby's internal team to roll out the brand across all its "key touch points," including owned channels, matchday assets and stadium interiors. Onwards is also currently working on a participation campaign for the brand, followed by a World Cup campaign which will launch in '19 (CREATIVE BOOM, 11/26).
