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THE ART OF THE GAME

BEARD have been the creative partner of Worcestershire CCC since 2013, and over the years we’ve had a hand in everything from rebrands to matchday campaigns. Each season with the club gives us a fresh canvas to play with, and they’re always up for trying something new. This one took us a little further afield than usual – we packed our bags for Bologna, Italy, to build the the launch from the inside out.

With new kit supplier, Macron, being based in Bologna, we wanted rot bring the two world together. Whilst making a connection between Bologna and cricket wasn’t immediately obvious, but by fully diving into the ‘Art of the Game’ concept we brought a kit design and launch concept together fully,  building a story with real depth and authenticity, rather than a studio reveal.

From the behind-the-scenes content to the launch creative itself, we brought the Art of the Game theme through all the launch material, whilst retaining a striking, bold and unmistakably Worcestershire tone throughout.

The Art of the Game allowed us to explore different styles for each kit. The One Day Cup kit goes dark and graffiti-led, with the Vitality Blast T20 going fully cubist. The Picasso-inspired design, with twelve design elements for twelve years of the Rapids and Worcester Cathedral rising through the artwork. And the County Championship shirt pulls right back to a clean off-white, with a single fine black-and-green line at the collar.

A nice first, too: the Men’s and Women’s Rapids each got their own separately tailored kits, rather than sharing one design.

“This year’s teamwear launch is not only a landmark moment as it celebrates our new partnership with Macron and established relationship with Creative Partners, BEARD, but it is also a chance for us to champion everything that we as a Club stand for.”

Joe Tromans, Chief Revenue Officer

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