Harlequins Rugby Club engaged teamup to develop the Harlequins Heartland campaign into a long term positioning, activating intangible brand dimensions of home, tradition and loyalty. The objective was to create an idea about the brand that is independent from gameday performance and sustainable.

teamup created The Harlequins Heartland campaign; a compelling platform reflecting the team’s rich heritage and positing the Harlequins brand at the epicentre – ‘Heart of London Rugby’. The Heartland campaign is scalable to grass roots and community initiatives, local clubs and partner opportunities.

Heartland Campaign A Harlequins new brand architecture was developed to make activation strategies simple to communicate visually, new fonts were employed to make existing logos more open and approachable. A look tools kit including backgrounds, treated including backgrounds, treated photographic images of players are photographic images of players are all in use. Advertising headlines key all in use. Advertising headlines key off of this concept. A bold and classic off of this concept. A bold and classic look and feel is produced, evoking look and feel is produced, evoking rugby’s power and its regional roots, rugby’s power and its regional roots, intensifying the emotional bond to intensifying the emotional bond to fans and partners and positioning the fans and partners and positioning the brand as a destination brand as a destination of the heart.of the heart.

Services:Market SegmentationBrand PositioningCampaign IdentityCampaign IdentityCampaign IdentityCampaign Identity

Graphic Standards GuideGraphic Standards GuideOngoing Strategic ConsultationOngoing Strategic ConsultationOngoing Strategic ConsultationOngoing Strategic Consultation Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | t: +44 (0)7588 663528 | e: fspopp@smebranding.com

Contact: Fred Popp teamup London t: +44(0)7588-663528 w: teamupco.com