Rare rebrands WA Cricket Association

After a great innings of 128 years, WA’s iconic Western Australian Cricket Association (WACA) is revitalising its image with a re-brand. Brought to life by Rare, the re-brand was unveiled today and encompasses a sleek new look for the WACA, which prides itself as a leader in Australian cricket.

The brief was to develop a strategically robust definition of the WACA brand and its elite teams. The re-brand’s success will be determined by the extent to which it is embraced by all stakeholders.

Richard Beards, Rare’s Director of Strategy, said the agency was honoured to be a part of the process.

“Before we looked at the brand identity and supporting brand architecture, it was essential to get under the skin of this legendary organisation by interviewing key stakeholders, members and players,” he said.

The process revealed that it was vital to show a deep respect for the rich cultural past of the association.

“Rather than simply reinvent the brand for the sake of modernity, we needed to celebrate the WACA’s history while at the same time conveying a progressive organisation in tune with the next generation of cricket enthusiasts,” said Beards.

Rare Design Director and cricket fan Travis Black said the company was honoured to be part of the creative process.

“This has been a great opportunity for us to work with an iconic West Australian brand,” he said. “We’ve really enjoyed recreating the brand for the WACA and believe that it’s something all cricket fans will come to associate with the sport.”

The re-brand aims to raise the profile of the WACA to corporate organisations and perspective players and highlight its key values of respect, honesty and a strong work ethic.