Igniting the spark in rugby
Prestigious, engaging and inspiring. The Guinness Men’s Six Nations is the showpiece event for European rugby, bringing together traditions and rivalries dating back to 1883. Presented with a dramatic change in identity for the 24/25 season, Interstate were challenged with developing a broadcast experience that would both reach a wider audience and delight a loyal fanbase with a product entrenched in history. Design, animation and direction covers more than 175 graphics under an over-arching strategy ‘Electrifying Togetherness’.
TRANSLATE
The new Guinness Men’s Six Nations broadcast package brings rugby's raw power and unifying spirit to life, celebrating the intensity and camaraderie that define the tournament. Sparks of energy symbolise crunching tackles, electrifying runs, and game-changing moments, while a set of dynamic motion principles create seamless, fluid transitions that reflect the rhythm and unpredictability of the game. From photographic art direction to player stats and clock expressions, every element of the package connects teams and fans, elevating the viewing experience to mirror the action on the pitch. Welcome to the future of rugby storytelling.
TRANSFORM
Seamlessly blending tradition with modernity, we ensure the prestigious rivalries and team identities are front and centre. Each nation’s colours are boldly and dynamically integrated, united under the unmistakable Six Nations banner.
Transcend
Crucially, the design prioritises instant legibility and recognisability, whether it’s being viewed on a small screen while travelling or from the back of a bustling pub. Crisp typography, vibrant contrasts, and clean layouts ensure fans can immediately connect with the action, no matter the viewing environment. Additionally, the design is crafted with accessibility in mind, making it intuitive and engaging for new or unexperienced viewers, helping them navigate the excitement and drama of the tournament with ease.