For the players and the game.

Repositioning RUPA as a professional organisation for rugby players and members.

The Challenge

The Rugby Union Players’ Association was incorporated in October 1995 in direct response to the professionalism of rugby and was established to promote and safeguard the interests of its members, who are the professional rugby players of Australia. Its members comprises players from the Wallabies, NSW Waratahs, Queensland Reds, Brumbies Rugby, Western Force, Melbourne Rebels, State Union Academies, Mens and Womens Rugby Sevens squads. Currently 100% of Australia’s full-time professional players are members.

With a new CEO in place RUPA wanted to refresh its dated persona to give a stronger more professional presence for the organisation, nationally and internationally.

The Insight

Our research indicated the need to explain who RUPA are and what they do for there players. We developed a platform based on the brand promise of ‘For the players and the game’ that helped position RUPA as a professional organisation for rugby players and provided a clear foundation for creative development. This translated into a dynamic new brand identity expressed through an iconic brand mark that represents a rugby ball in play about to be kicked towards goal.

Brand Identity

We created a modern and dynamic brand identity that would resonate with younger players coming up through the game, professional players and the wider rugby union community. The RUPA brand was applied to a wide range of applications and supported by a simple but concise brand guidelines document.


A new responsive website was designed for RUPA from a mobile first perspective. The aim was to create a more fluid user experience for players and members. Social media sharing was also an important player activity so this features dynamically on the desktop and tablet home pages as games are played, won, drawn or lost.

The Impact

The new RUPA brand is stronger, simpler and easier to use across multi-channel print and digital communications. It has been well received by players and the wider rugby community and provides a strong base for RUPA’s vision and future growth.

The redesigned website projects a stronger presence. Helps users find what they want quicker and more easily and works more fluidly across smaller devices. The integrated social media feeds have increased the websites rankings and provide an up-to-date source of player information for people to follow.