We were invited to submit for the brand identity and theming of the ICC Cricket World Cup 2015 being held in Australia and New Zealand. Of the submissions from 15 international branding agencies, ours was selected as one of the final two. Our creative idea, ‘see the stars under the great southern skies,’ and design execution created quite a decision dilemma for the ICC Board.
See the stars under the great southern skies - our creative idea
The brandmark springs from the global position of Australia and New Zealand, as well as referencing the common emblem of the Southern Cross.
The seven and five pointed stars, representing Australia and New Zealand respectively, also highlight the festive nature of the event, and the global stars and heroes that make the contest memorable. The stars form to capture a moment in time – an outfield catch or a Mexican wave, a moment the crowd can embrace. A moment that can define the energy, skill and excitement of the game.
The red ochres of the seven pointed star represents the colours of Australia and the silver five pointed stars that of New Zealand. The ocean between the two lands and the vast southern skies are the inspiration for vivid blue, whilst the fresh green represents the fields of play.
Fetch and Katchit
A requirement for the submission was to create a mascot/s for promotional use and merhandising items. Our mascot concept was Fetch and Katchit.
Fetch, a black and white border collie, and Katchit, a brown kelpie, represent New Zealand and Australia respectively. They are two lovable dogs that represent a rich agricultural history as well as modern playful nature. They reflect the laconic humour of both nations and a laid back approach to life. We can imagine taking Fetch and Katchit to the local park or getting them involved in some beach cricket. Fetch and Katchit will appeal to fans of all ages, from young children to teenagers as well as adults.
Brand and Communication Strategy
Web / Interactive / Digital