Women in Rugby is a campaign launched by World Rugby in order to give visibility to a sport rarely seen under the female lens. These last few years, rugby gained in popularity among women, because of the values this sport promotes: particularly, its great collective spirit, which was the starting point of the campaign entitled “Team powered”.
The aim of the campaign was to inspire new audiences and help women’s rugby become more mainstream. DesignStudio spent time with coaches, players and other actors of the field in order to determine what made this sport so unique. The answer was that it’s one of the most inclusive and welcoming sports there is: therefore, DesignStudio conceived a joyful campaign, seen as a celebration of the team spirit, with a focus on community and diversity in a group of women. To do so, the designers collaborated with Argentinian illustrator Xoana Herrera, who created a set of characters with unique characteristics, who nevertheless combine into colorful patterns, showing a collective energy.
The campaign typography uses Media Sans from Production Type. Its assertive design and its contrasted boldness are well-suited for direct messages, such as the headlines of Women in Rugby. On posters, social media videos, panels, or even rugby balls, Media Sans Extended Black can’t be missed. What’s more, the typeface finds a perfect counterpart in the illustrations by Xoana Herrera, as their color blocks nicely echo the thickness of the letters.