Brand refresh

Refreshing the online home of women’s rugby.
ScrumQueens started as an independent women’s rugby news website in 2009, run by volunteers, providing in-depth and topical coverage of women’s rugby around the world.

Client Scrumqueens
Discipline Brand clarification


The challenge

Becoming an important voice in the industry, with an ever growing number of followers and sponsorship opportunities on the horizon, the founders approached Make it Clear to give them a new brand that  retains all the elements that resonated with their audience originally but strengthens their voice and presence, giving them principles that will continually engage audiences and create impact.


The process

Through research into the landscape of relevant brands, interviews and workshops with the founders, we uncovered their core beliefs, what they and their audiences felt about the brand, and what they wanted to communicate through ScrumQueens.


The output

Building on their three pillars we designed a logo rooted in the traditional rugby ball shape, with multiple layers to embody the dynamic and multi-faceted nature of the brand and with the crown placed on top to represent the elite element. With the use of vibrant colours and large bold typography for impactful statements, the brand is able to show its strong identity and meaningful voice.


The results

ScrumQueens continues to go from strength to strength, with one of the founders, Alison Donnelly, recently being listed at number 45 in Rugby World’s 50 most influential people in rugby.

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