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Women in Rugby brand campaign case study DesignStudio London Design Studio
Women in Rugby

Building unstoppable momentum for the ultimate team sport


Women’s rugby is one of the world's fastest growing sports. At a tipping point in its growth, it needed help pushing through into the mainstream. Working with World Rugby, we created a global campaign to build on its energy and momentum, inspiring new audiences to get involved in the game and ensure future growth and participation in the women’s game globally. 

To understand the context of the sport, the communities it belongs to and the universal quality that makes women’s rugby unique, we spent time with players, referees, coaches and fans around the world, from the grassroots to the highest levels of the sport.

More than in any other game, in women's rugby it's the differences within a team that make it strong. And once you get off the pitch, no other sport has such an inclusive, welcoming culture. In both ways, it's The Ultimate Team Sport.

Executive Creative Director


We developed a campaign strategy around the inclusivity inherent in the sport and set out some major ambitions together with World Rugby. Firstly, to attract new players, fans and support around the world; second, to authentically capture women’s rugby’s unique energy and spirit, and third, to create something that didn’t look, sound or feel like any other sport.

Building on the strategy, we set out to create an optimistic, energetic celebration of diversity, community, and the unstoppable momentum of women’s rugby. The result is 'Team Powered' — a global campaign concept, capturing the collective spirit that drives the game, on and off the pitch.


We collaborated with Argentinian illustrator Xoana Herrera, to create a ‘team’ of original characters, highlighting the athleticism, power and diversity found across the sport. When they come together, they become a brilliant representation of the team and the wider women's rugby community.

Our illustrated ‘team’ of players gives the campaign identity versatility, allowing player illustrations to be configured in countless ways across a hyper-flexible graphic system, capable of working on anything from local flyers to international stadium wraps.


Wherever the campaign appears, in any language, it’s designed to be visually unmissable, a million miles from the often-clichéd way women’s sport is marketed, and with a message that’s universal.

This isn’t just a sport – it’s a team.


Community was always a key part of the campaign for us. It was crucial we developed a way of connecting to the existing fans, whilst grabbing the attention of newcomers.

Daisy Grice
Senior Designer


Following the social launch of #teampowered, the campaign's now gearing up to appear around the game for real; from clubhouse murals to pitch-side banners and merchandise and across the 2022 Rugby World Cup, 6 Nations and beyond.

We're incredibly proud to have been invited to join the team at such an exciting time for women’s rugby. A huge thank you to Suzie, Joe, Katie, Anne, Adrian, James and the entire team at World Rugby for calling us in from the touchlines. We’re hugely excited to watch the rest of the campaign unfold and shape the future of this incredible sport.

For anyone looking to get involved in the game, at any level – visit


  • Brand campaign
  • Brand strategy
  • Brand films
  • Motion identity

Project Team

  • Elise
  • TJ
  • Anna
  • David
  • Daisy
  • Vitor
  • Hayden
  • Paddy
  • Charlie
  • Tom


  • Xoana Herrera
  • Chapter 3
  • Whisper Productions