New Zealand Rugby (NZR) is the governing body for New Zealand’s national sport, overseeing rugby at every level across the country and internationally. To grow participation among women and girls, NZR developed the Contact Ready programme, a fun, inclusive initiative designed to introduce girls to the fundamentals of rugby through activities created with their needs in mind. The programme also includes guides for coaches and health resources for players to support performance, recovery, and wellbeing.

While a logo, colour palette, and typefaces were already in place, NZR needed to present the trial findings and programme materials in a way that was clear, engaging, and consistent with the existing brand identity. The print collateral had to be easy to navigate, visually appealing, and resonate with the community it served.

A dynamic visual system was developed building on the existing Contact Ready identity. Playful sticker elements added levity, while a handwritten typeface highlighted key quotes and created a personal touch. Black was introduced to the palette to make colours more vibrant, and colour-coded strips along page edges aligned with each programme section, making the guides more intuitive and easy to navigate.