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.