Sussex Sharks
Brief
As a part of our work on the new identity for Sussex Cricket, the white ball team Sussex Sharks was a key consideration. Their brand was perhaps the most commercially successful of the existing Sussex entities. We wanted to evolve this in a way that both brought it along with the new visual identity, but maintained what was already a popular brand in its own right.
Strategy
We sought to evolve the Sharks brand, modernising the construction whilst maintaining the known and loved icon. What we have created is a clear identity, one that clearly feels a part of the wider Sussex Cricket family. However, there is room for a sense of fun and confidence here. We have leant into that with bold colour choices, exciting patterns and a playful icon that reflects the nature of the white-ball game – all action.
Voice
We wanted to allow for flexibility between the various entities to allow for more formality with the Foundation and a more approachable tone when it came to the Sharks, for example. The quirky and creative nature of the local area was clearly a part of the club’s identity. This particularly came to life when we saw the long list of ‘firsts’ that the club has achieved in its history. From the first Women’s ODI to the first Pride match. This is a club of innovation. With all of this in mind, we landed on the lead messaging of ‘Cricket, but different.’ This opens the door for exciting messaging and campaigns but also allows for flexibility in different settings – we can dress this up or dress it down, essentially.
Identity
Our identity takes the shark fin icon and combines it with the curved presentation of the team name that is seen on the Sussex Cricket crest. We have mirrored the font use to create consistency but, at all opportunities, we have turned up the volume with bold pattern choices, impactful colours and a look and feel that screams excitement.
