New Zealand Rugby had a mission – to bring rugby lovers across the globe a new way to engage. One that had behind-the-scenes content, interviews, classic matches, and original documentaries on a brand-new platform, called NZR+. M+C Saatchi Consulting partnered with NZR+ to create a brand that captured the passion and dedication of fans, all with a Kiwi sense of humor. Black is front-and-centre, highlighted with greens and purples borne from the Pāua shell, which is unique to the country. If you look closely at the logo, you can see a hint of the famous fern—synonymous with sport in New Zealand—as well as a cheeky kiwi hidden in the ‘R’. Launched ahead of the Rugby World Cup 2023, NZR+ reached 750,000 active users in just six months, forging deeper connections with fans worldwide.