Leeds' spectacular expression of Rugby

When England (and specifically Leeds) hosted the 2015 Rugby World Cup, it was an opportunity for the city to extend the celebration beyond the matches themselves, and embrace the passion of the sport from every corner.

Try is a coming together of the sport and the arts — a series of live theatrical performances that celebrate different aspects of the game’s spirit. With a thrilling mass participation public theatre performance, capturing the power and grace of rugby’s famous traditions. The identity throws out the challenge to come and experience something new and a bit different —encouraging everyone to try.

We were mindful of not appearing visually trapped by either the world of sport or of the arts. It needed to feel a bit more unusual and speak to a much wider audience. So we created a visual teaser based on ‘expressions of rugby’.

To bring the concept to life we worked with the legendary illustrator Marie-Helene Jeeves.