The Ultimate Summer Vibes With The Rebranded Hsbc Svns

Dark Horses, DesignStudio and World Rugby have created ‘the ultimate summer vibes festival’ to relaunch the rebranded and revamped HSBC SVNS.

HSBC SVNS, World Rugby’s rebranded rugby sevens tournament, will take place across eight iconic cities alongside a collection of festivals.

Read more on the rebrand here.

At the heart of the reimagination, is a ‘new identity blending summer vibes.’

World Rugby has engaged with DesignStudio to create an iconic new identity and with Dark Horses on a launch campaign for rugby’s Olympic sport.

A unique festival format of entertainment, culture and sport is set to take place at the end of every HSBC SVNS event.

The new campaign aims to create more awareness around the tournament and reach a diverse audience, converting those who are not typically rugby fans by positioning HSBC SVNS as the ultimate summer destination, packed with entertainment from dawn till dusk.

In addition to the hero film, Dark Horses has created a range of social and digital assets, mixing some of the stars of the game with colourful graphics of burgers, rugby balls, palm trees and cocktails, all in a vibrant festival style.

James Rothwell, Chief Marketing and Content Officer at World Rugby, said, “World Rugby’s mission is to grow the sport beyond its traditional heartlands. That means making it more relevant, more accessible and more appealing to more young people and HSBC SVNS is central to that strategy. We are delighted to partner with DesignStudio and Dark Horses to create an innovative, exciting and distinctive identity and campaign for the ultimate festival of unmissable experiences. The brand identity and campaign signifies a fresh and exciting new chapter for Rugby, as we focus on celebrating the skilful nature of the Olympic sport in spectacular locations around the globe.”

Chloe Jensen, Strategy Director at DesignStudio, added, “Over time, Sevens has grown organically to become not only a destination for great sport, but for entertainment, partying and culture. We wanted to bottle that spirit that’s gained it a cult following and make it more accessible to non-rugby fans around the world. This is no longer a rugby tournament but a global festival experience anyone can enjoy.”