Bingham Cup Sydney 2014



United in rugby


Branding
Film
Advertising
Digital
Environmental
Print
Products


Mark Bingham was one of a group of passengers who took amazing measures to fight, and eventually overcome, hijackers on 11 September 2001, which led to the crashing of United Airlines flight 93 in a vacant field in Pennsylvania instead of targets in Washington, D.C. In 2002, the International Gay Rugby Association and Board awarded the San Francisco Fog, a club Mark Bingham founded, the right to host the first official gay rugby world cup tournament. The Bingham Cup was born. 

As a man, Mark smashed the gay stereotype and the tournament in his name continues to do the same. With 40 teams from 16 countries participating, and over 2000 players, officials and supporters, the Bingham Cup was the largest international sporting event held in Australia in 2014. The logo is a unique and dynamic geometric form symbolising ‘United in Rugby’: EQUALITY through the equals symbol (=), UNITY through the connection of two rings, and RUGBY through the central representation of a rugby ball.





Simple brand guidelines were developed to ensure consistency in application across various communication channels. The document provided clear directions on how to communicate and apply the brand effectively.





In a first for major professional sports in Australia, the five major sporting codes committed to an anti-homophobia and inclusion framework.






High impact city banners, field of play dressing, signage, posters and bunting ensured the tournament had high visibility and impact.





The bright palette and cheeky attitude led to stand-out products for the tournament. Visiting teams also embraced the identity in team jerseys and merchandise.





To attract official media partners, Coast helped create a pitch presentation which detailed pertinent facts about bullying, suicide and homophobia, and introduced high profile supporters of the event.





The feedback has been extremely positive regarding the brand. It is fantastic, and I expect it will be become the enduring Bingham Cup logo. It got huge raps overseas as well.” Andrew Purchas, President, Bingham Cup, Sydney 2014

Mark
Coast is a marketing company based in Bondi Beach. We help businesses shine using strategy, creativity and design. We invent names, dream up stories, write copy, craft logos, direct photography, produce books, style interiors, design posters, orchestrate films, plan signage, build websites and apps, tailor uniforms, customise wallpaper, beautify stationery and so much more.
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