Bringing unity to a high-impact brand

A bold, flexible identity that unifies the brand and amplifies what makes the Chiefs unique.

After working with the Chiefs Rugby Club on ticketing, membership and awards collateral during the 2024 season, it became clear the brand lacked visual consistency across channels. Heading into the 2025 season, I proposed a refreshed identity system—one that would bring cohesion to the Club’s presence, while still allowing for the energy and adaptability needed across campaigns and content.

The solution was a modular patchwork layout, made up of flexible ‘tiles’ that could be arranged to suit any format or platform. A toolkit of brand assets—including typographic elements, textures, vector motifs and patterns—gave the Club everything it needed to show up with confidence, consistency and character.

To reflect the deep cultural roots of the Chiefs, each region’s key waterway and home field was brought to life as a custom vector map, forming a powerful visual link between place and identity. These elements now sit at the heart of a system that celebrates the Club’s history, honours its territory, and energises its future.