Gloucestershire County Cricket Club

BECOME GLORIOUS

Brand World

We partnered with Gloucestershire County Cricket Club to design a membership campaign that could be a great all-rounder, connecting with loyal fans while energising a whole new generation to get involved. Wrapping history, modernity, hope and glory into a coherent suite of striking assets, this one hits for six.

Business Challenge:

Founded in 1870, Gloucestershire County Cricket Club (GCCC) is one of 18 first-class county clubs and one of the oldest and most prestigious sporting clubs in the country, having played in every top-level English cricket competition.

But history needs to be balanced with progress. So GCCC needed an eye-catching and instantly recognisable 2025 membership campaign that would attract the next generation of fans and drive membership sales, while rallying long-term loyalists into a new era. And all without altering the club’s core identity.

Creative Solution:

We began by exploring the archives and conducting stakeholder interviews to uncover club truths and unique elements of GCCC’s history. Through this research we discovered an intriguing insight - when viewed from above, each cricket ground has a unique and distinctive footprint.

Drawing on the shape and angles of GCCC’s ground we crafted a striking ‘G’ asset - an attention-grabbing device that interacts with dynamic player shots in the club’s distinctive black and yellow colourways to deliver impact across multiple messages and campaign elements.

To keep things fresh and interesting across a range of digital and physical touchpoints we also deployed dramatic crops of the ‘G’, including a repeat chevron pattern, to create a campaign system that feels unified but never uniform.

The bold new brand membership campaign was rolled out at the end of the 2024 season and will continue to provide a springboard for brand-led activities into 2025.