NatWest CricketForce Campaign

A positioning and brand expression for NatWest CricketForce 2014.

NatWest CricketForce is an annual event run by ECB (and sponsored by NatWest) during April 2014 that encourages recreational cricket clubs to gather together their players, members and local community to come together and tidy up their ground and prepare for the new season.

To help drive the initiative the ECB asked Designroom Sport to create a look and feel for NatWest CricketForce. This would be expressed across posters, leaflets and digital materials and used by individual cricket clubs nationwide to promote their participation in the event and - crucially - to attract volunteers to come along and help.

The first thing we wanted to do was find the right tone for the campaign positioning. What was needed was a call to action that was to-the-point with a sense of fun. Our answer was “Get stuck in” which seemed to resonate nicely with the spirit of the NatWest CricketForce experience.

From this point we focussed on a visual expression that placed the volunteers at the heart of the brand. For us the volunteers are central to the initiative, it is their passion and commitment that make individual events happen in the first place so it felt right to celebrate this in the design.

To this end Designroom Sport created a series of images using a group of typical CricketForce volunteers and let them lead the campaign. The images appear with a graphic device (that echos the existing NatWest CricketForce logo) holding the “Get stuck in” message. For variety this device may be used in seven different colours selected from the wider ECB brand palette. Another important element is the ECB crest which acts as a validating mark acorss all assets.

To help clubs deploy their individual campaigns Designroom Sport designed a Toolkit that the ECB has made available online to over 2000 cricket clubs nationwide for free. Using this resource clubs can make bespoke posters, leaflets and digital assets to help promote their own NatWest CricketForce weekend and attract as many volunteers as possible to come along and get stuck in.