Women's Cricket World Cup 2022
As the host country for the Women's Cricket World Cup 2022, this was a golden opportunity for New Zealand to not only elevate the status and excitement of the women's game, but to also share New Zealand's unique culture on the world stage.
We developed the tournament identity based on the creative platform 'This is Us' - referencing traditional Maori cultural motifs, then repackaged into a modern, vibrant visual language. This brand system was far-reaching, influencing every single part of the tournament experience from city livery, stadium graphics, broadcast through to digital comms.
Working closely with renowned cultural consultant Inia Maxwell, we were able to uncover a single key idea based around the 'Whariki' - traditional Māori woven mats that symbolised both strong hospitality and also women's strength and mana.
Creative Direction: Nick Riley
Strategy: C&T
Design: Nick Riley, Ethan Lowe, Lisa Loosemore
Copywriting: Mark Easterbrook
Animation: Gloria Grimoldi