Art Direction

Edgbaston Stadium
From a field of rough grazing land to one of the world’s leading venues for cricket, hospitality, conferences and events.

Formed in 1882, Edgbaston Stadium stands today as one of the world leading international sports venues, home to Warwickshire County Cricket Club & Birmingham Bears, making it a major landmark for the UK’s second city, Birmingham.

After working solely with the conferences and events team for a number of years, we were commissioned to refresh the umbrella brand for Edgbaston.

Our main challenge was the unify of the combined functions of the stadium, that was previously fragmented within the core Edgbaston brand.

Our mission was to deliver a proposition that would resonate with anyone in touch with the brand - ‘Creating experiences without boundaries’ was formed.

We had our message, but we needed to educate how to follow it. The performance pyramid was developed to aid this process – to ensure everybody was on the same team.

With the foundations of the brand defined, a new visual style was implemented. Staying true to our new proposition, this continued to beyond the logo and guidelines and onto interior design and user experience for anyone entering the facility.

The brand guidelines set the tone for the brand purpose and values, along with visual rules to establish a seamless identity and flexibility to push the brand further.

This project was delivered at VIVA Worldwide, lead in partnership with Simon Hall and Gareth Roberts, Commercial Director for Warwickshire Country Cricket Club.

2017 — Frogtown, Los Angeles