Brand Campaigns
England Rugby Senior Men | ‘This Rose Means Everything’
2023 - present
As Head of Brand, I spearheaded this campaign to forge an emotional connection between the England Rugby team and a younger, more diverse fanbase. I ensured that This Rose Means Everything not only resonated deeply with players and coaches but also connected authentically with new audiences across every touchpoint.
The campaign’s brand platform positioned the team with pride and inclusivity, brought to life through a hero film, long-form and short-form content series, social media, digital platforms, matchday graphics, and immersive physical experiences such as the central London fanzone. The work celebrated individuality, diversity, and togetherness — with creative cut-through that inspired both the squad and supporters.
The Red Roses | One in, All in | Rugby World Cup Champions | 2022 - present
My challenge was to help bring the England Women’s team — the Red Roses — out from the shadow of the Senior Men’s team, and introduce them to a wider, more engaged audience.
My approach began with a fundamental shift in brand architecture: for the first time, we created distinct but connected sub-brands — the Red Roses, the Senior Men’s team, and Twickenham Stadium. This allowed us to craft unique brand narratives tailored to each audience, while maintaining a unified identity under the England Rugby umbrella.
To build the Red Roses as a standalone entity, I developed business cases to justify long-term investment, embedded players and coaches into the creative process, and integrated extensive audience segmentation and testing through to the final brand world. Through strategic perseverance, we grew a new fanbase, opened up fresh commercial opportunities, and generated new revenue streams — from ticketing to partnerships to broadcast rights.
The results speak for themselves: records broken, audiences grown, new revenue secured, and multiple industry awards won. The Red Roses have become a sporting success story — and a powerful example of how brand strategy can drive cultural and commercial impact.
England Rugby | 150th Anniversary Campaign | 2020-2021
In 2021 England Rugby celebrated the 150th anniversary of the formation of the sport, and the sports’ first ever international match. As project lead I took a forward-facing approach which recognised the past but looked boldly at the future. The campaign application encompassed a specific heritage brand world (including new logo development), fan-facing campaign, merchandising & licensing lines, and events
England Rugby Senior Men | ‘Rising Sons’ | Rugby World Cup 2019
For Rugby World Cup 2019, I led the creation of Rising Sons — a bold, player-led campaign that brought the nation behind England Rugby, while reaching new and younger audiences.
The challenge was turning a squad which was going into RWC with mixed results into a national movement. We needed to appeal beyond hardcore fans — to a younger, more diverse, less engaged segment. With a young, diverse squad drawn from every corner of the country, we told the personal stories of their journeys from grassroots to the world stage.
With Japan as the host nation, we leaned into manga culture to create a fresh, distinctive visual world. We collaborated with Thisaway creative agency and illustrator Alex Arizmendi to reimagine players as manga heroes — giving us a standout look across social, digital, and physical spaces. We kept the core England Rugby brand intact, evolving it with fluorescent accents and graphic novel-inspired layouts.
From the training ground to Tokyo, we built a narrative that followed the team’s journey — from squad announcements to knockout rounds. Content included animations, behind-the-scenes films, fan stickers, and real-time match assets. We also activated grassroots clubs through ‘watch party’ kits, creating local moments of national pride.
Rolled out across all England Rugby platforms, Rising Sons connected fans to players like never before — driving engagement, growing the audience, and getting the country behind the team when it mattered most.
