England & Wales Cricket Board: Junior Formats
Visual Design + Campaign Design
At Threepipe Reply, I was the creative lead for the junior formats campaign design project. The objective was to increase participation and retention of the sport at junior age groups by creating a new visual language which breaks down the game in an engaging and clear way.
The goal was to show parents, club staff and potential new participants that young players can get involved easily with the standardised adaptations to ensure cricket is a game that can be fun and safe for all.
The Brief
The brief from England and Wales Cricket Board was to create materials for a new campaign to educate players, clubs, parents and officials of the rules and guidance for junior formats cricket.
As the target audience varied in age, experience, language ability and background, it was imperative that the information is presented in a way that is easy for all to understand, even with no prior knowledge of the sport.
The Process
01
Create a look and feel for the junior formats campaign
Choosing bright approachable colours with legible typographical styles to ensure it looks welcoming to children and newcomers of the sport.
Using the 3 stumps and triangles to create an overarching element to create a recognisable look and feel with a nod to the sport.
02
Transform information into digestible graphics and layouts
Breaking up long paragraphs and using infographics and illustrated diagrams instead. Colour coding each age category to help with clarity. Highlighting areas where the game differs from adult rules to bring to light adaptations for juniors.
03
Design and lay out documents and assets for umpires, groundskeepers and clubs
Ensuring design consistency across all documents to maintain familiarity even when documents are presented separately. Optimise for home printing for club and personal use.
News Coverage
As the campaign was rolled-out across clubs in England and Wales, the ECB also put out media coverage to raise awareness of the new changes to encourage more awareness from the community.