Gloucester Rugby goes retro for new season



After working closely with Gloucester Rugby on their home-fixture advertising last season, to my delight, the club have once again decided to use me for all of their match day promotion visuals.

We wanted to build on the bright, paint-spattered, hard-hitting image that proved to be very successful last season.

Gloucester Rugby Away At Holm

The 2015-16 kit harks back to Gloucester Rugby’s roots, using the traditional horizontal stripes of cherry and white, synonymous with the club. This gave me the idea of a retro theme, taking inspiration from the iconic appearance of vintage sports posters from the 60’s 70’s and 80’s. I wanted to give the creative the appearance of badly printed lithographs to achieve this dated feel and convey the gritty, rough and tumble nature of the sport. The retro theme would also suggest history. It would be the prefect way to express the heritage and background in bygone days of the club, as well as the passion and pride that goes with it.

Gloucester creative vintage feel inspiration

Each campaign will use retro print-effect illustrations of the players, complete with scum marks, excess ink and out-of-registration areas. The players are the main draw for the Gloucester Rugby crowds, so it made sense to make them the focal point of each promotion. Each creative also uses hand-painted horizontal strokes, reflecting the Gloucester Rugby kit, as well as other grunge elements such as an old-style ticket graphic (unique to each individual fixture), sticky tape and ink spatters.

The result is visually strong campaign material that is instantly recognisable as Gloucester Rugby, and looks equally as beautiful in both print and on-line advertising formats. You can see all of this work in use at, as well as getting all the latest on tickets, fixture info and news surrounding the club.

Gloucester Rugby V London Irish thumbnail

Gloucester Rugby Try 5 web