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The Hundred Cricket

  • Lemarl Aaron Martin Freckleton

Launching a new sports format is always a challenge. Never mind doing so in the middle of a pandemic. The Hundred was designed to entertain a whole new generation of fans and bring cricket into pop culture. So we knew we had to be bold. To test new waters and show audiences cricket as they've never seen it before. We joined the The Hundred team in the earliest stages of defining the brand. We needed to find a way to set the game apart and stand out in an already jam-packed sporting calendar. To establish its own personality and own a new space of cricket. How would we do that? By creating a striking new visual brand identity that would set the tone for the year ahead. Combining that with a hard-hitting content strategy to kick it all off, we'd be on to a winner.

With the brand identity established, next step: build The Hundred's channels from the ground up. Pulling together the powers of design, digital and CRM was going to be key.

Through high energy explainer videos, we broke down the new format. From the rules of the game to what to expect on match day. These helped audiences gain a clear understanding of what The Hundred is all about while building anticipation for the summer ahead. And as players joined teams or transferred to new ones, we kept audiences up-to-date with striking graphics.

The ECB designed The Hundred to be a game for everyone. And a big part of that was about creating opportunities that went beyond the cricket pitch. The Hundred Rising was a brand-new programme of 100 exciting opportunities. It would offer up-and-coming talent a platform to showcase their skills and gain valuable experience.

To help the programme launch in style, we created a wealth of content with a hero video starring Vick Hope.
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    England and Wales Cricket Board (ECB)

    Skills