Year in Review

by Client: International Rugby Board
The Brief

The IRB came to us in 2011 with an ambition to transform its annual report into a more streamlined, accessible and engaging read, and also a more strategic communications tool.

The brief also asked for a re-usable template, establishing some standard design principles for IRB corporate publications.

Creative Approach

We worked with the IRB’s team in Dublin to reconstruct the existing publication based on editorial principles and create a structure that aligned with the overarching story of Rugby’s global growth.

We delivered a template design with a more contemporary, more editorial and on-brand look. We introduced a secondary colour palette and deployed colour and recurrent graphic devices strategically through the book to aid navigation. Strong use of infographics helped increase engagement and reinforced the IRB’s strategic messages.

The content approach we developed in parallel was highly editorial and narrative-driven.

The result is a well-paced, contemporary-feeling magazine title.

The Results

The revamped ‘Year in Review’ received very positive client feedback, including the following comment from the IRB’s Head of Communications: “It looks awesome and reads so well, taking us up a level.”

The publications has been recommissioned year on year, using the same design template.