23/02/2026
We’ve worked closely with Canterbury Cricket over the past few years, but this season the team handed us full creative control. That trust shaped the outcome. Creative excellence comes from trust, and with space to lead, we were able to build a clear, confident visual direction for the season.
The work is inspired by what cricket means to Cantabrians: bright summer afternoons, family days out, and long hours spent at Hagley Oval. Photography played a central role, using Canterbury Cricket’s own backyard as a backdrop. Portraits were shot in mid afternoon sun against open blue skies, creating imagery that feels high-energy and high-contrast.
In contrast, players were also photographed against a red backdrop, both individually and in groups. These images capture more candid, intimate moments, allowing the personality and presence of key players to shine.
Designed to stand out within the cricket landscape, the visual system looks to the best of New Zealand cricket design, and also takes a lot of inspiration from British football aesthetics.
Leading the new visual direction are bold, structured typography layouts. A blocky, uppercase display font in combination with a quieter classic serif, creates an interesting contrast that reflects both the modern sport landscape and the more traditional, refined roots of the sport.
Consistency in colour, focus on great photography, increased negative space and overall minimalism elevate the Canterbury Cricket brand while remaining familiar to our loyal audience.
