The Greater Moncton region needed a cricket association catering to the growing number of cricket enthusiasts. Nick Badyal, the association's president, realized the need for a cricket association to provide a platform for cricket enthusiasts to come together, play the sport they love and foster a sense of community. However, creating a brand identity for the association was a challenge as it had to represent the three cities, Moncton, Dieppe, and the Town of Riverview. At the same time, it had to convey the essence of the game of cricket. No easy task.
We developed a brand identity system that represented the association and the sport of cricket. To achieve this, Punch identified the iconic visual of the three stumps, an integral part of cricket equipment, as the foundation for the brand's concept. This concept, at its core, represented the three cities - Moncton, Dieppe, and the Town of Riverview - that make up the Greater Moncton region.
Punch used the three stumps as the key visual element and cleverly integrated the logo into both aspects of the game - the bowling and batting sides. The logo featured an orb shape representing the sun, signifying the dawn of a new day for cricket in the region. The logo's shape also served as an enclosure for the three stumps, making it a recognizable and iconic brand mark.
For the bowling side, the logo's design incorporated the middle stump bending backward, signifying the pinnacle of getting someone bowled out, often a small victory in the game. On the other hand, for the batting side, the same symbol represented the joy of hitting a maximum - a "sixer" - signalled by the umpire with his hands raised in the sky.
To address the challenge of uniting three different affiliations under a single brand, Punch created three separate teams, each with its own colour and logo, and encouraged team members to develop creative team names. This approach solved the challenge and fostered team building and a sense of community within the association.
Overall, Punch's brand identity for the Greater Moncton Cricket Association effectively represented the essence of cricket and the region's growing love for the sport. The brand's success was highlighted by the three teams' achievement in winning the Province-wide outdoor cricket championship on the first attempt, a feat rare in the sporting world.
The innovative concept centred around a simple iconic visual of the three stumps and their significance to the game of cricket effectively communicated the essence of the sport and its growing popularity in the region. The orb-shaped design representing the sun rising on a new day for cricket in the area was a stroke of genius, and incorporating the two main aspects of the game into the logo was clever and well-executed.
Creating three separate teams with unique identities for the winter championship showcased the players' skills and fitness for the summer season ahead. It helped address the challenge of uniting three different cities under one brand. The team-building process was further enhanced by encouraging the teams to find creative names, fostering a sense of ownership and community.
The success of the brand identity was evident in the team's rare feat of winning the Province-wide outdoor cricket championship ( no easy feat ) in their first attempt, a testament to the association's growing popularity and the passion of the cricket enthusiasts in the region.
The brand identity created by Punch became synonymous with the Greater Moncton Cricket Association, and its popularity helped attract more enthusiasts and make a strong sense of community. The brand identity's success helped the Greater Moncton Cricket Association achieve its goal of providing a platform for cricket enthusiasts to come together, play the sport they love and foster a sense of community.
