Tall Ball
A sports-gear brand for the Romanian Rugby Federation, built from the values of the game
In 2010 the Romanian Rugby Federation relaunched its identity — the oak-leaf-and-oval mark of the Stejarii, the Oaks, created by Brandient — and within weeks the national team beat Uruguay to qualify for the 2011 World Cup. The federation now held a symbol with renewed public equity, and it faced the question any sporting body in that position faces: does that equity stay on the crest, or is it put to work as a commercial asset the federation itself owns?
In 2012 the FRR chose ownership, and asked Brandient to build the brand: Tall Ball, a sports-gear brand registered to the federation, made to sell to the professional athlete and the everyday sports lover alike — game equipment on the pitch, street wear off it.
A federation-owned gear brand cannot buy credibility with media budgets; it has to draw it from the game. Brandient therefore built Tall Ball directly on rugby’s own values — strength, resistance, honor and vitality — carried in a voice that is masculine, powerful and young: a character the athlete recognizes as true and the sports lover wants to wear.
The wordmark does that commercial work on the garment itself. Its letter curves suggest at once the structure of an arena and the shape of the rugby ball, and its trapezoidal silhouette evokes the torso of a player set for contact — so the mark reads as performance gear before a single word is spoken, lending a young brand with no advertising history the instant credibility of the category it enters.
With the name, voice and identity codified in guidelines and the trademark held by the FRR, the values of the game became the federation’s own commercial property — equity earned on the field, converted into an asset it owns outright.
Client:
Romanian Rugby Federation (FRR)
Industry:
Sports, Media and Entertainment
Project type:
New Brand Creation
Date:
2012
Services:
Brand Name, Narratives and Voice, Logo and Visual Identity Program, Brand Guidelines
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