Modernising an English Sporting Icon

Founded in 1870, Gloucestershire County Cricket Club (GCCC) is one of 18 first-class county clubs and one of the oldest and most prestigious sporting clubs in the country, having played in every top-level English cricket competition.

Outlaw partnered with GCCC to modernise the club’s brand-led communications with an eye-catching and instantly recognisable membership campaign, designed to attract the next generation of fans, drive membership sales and rally long-term loyalists into a new era – all without altering the club’s core identity.

Outlaw began by exploring the archives and conducting stakeholder interviews to uncover club truths and unique elements of GCCC’s history. Through this research they discovered an intriguing insight – when viewed from above, each cricket ground has a unique and distinctive footprint.

Drawing on the shape and angles of GCCC’s ground we crafted a striking ‘G’ asset – an attention-grabbing device that interacts with dynamic player shots in the club’s distinctive black and yellow colourways to deliver impact across multiple messages and campaign elements.

To keep things fresh and interesting across a range of digital and physical touchpoints Outlaw also deployed dramatic crops of the ‘G’, including a repeat chevron pattern, to create a campaign system that feels unified but never uniform.

The bold new brand membership campaign was rolled out at the end of the 2024 season and will continue to provide a springboard for brand-led activities into 2025.