How three cities won cricket.

The Greater Moncton Cricket Association faced the challenge of merging three city identities and cricket spirit under one compelling brand.

Branding

Cricket Moncton

North America

2018

SERVICES

Brand Naming

Brand Architecture

Brand Strategy

Brand Identity

The Greater Moncton Cricket Association set out to unite cricket enthusiasts across Moncton, Dieppe, and Riverview under a single, powerful brand.

The vision was to provide a platform for cricket players to foster camaraderie, celebrate their love for the game, and create a strong cricketing community.

However, the challenge was clear: how could they create a brand identity that captured the spirit of cricket while representing three distinct city affiliations?

Challenge

In a region with a growing passion for cricket, the need for a unified identity was pressing. Cricket Moncton needed to reflect the values of the sport—team spirit, competition, and community—while honouring the unique character of each city within the Greater Moncton region.

To establish a brand that would resonate with players and fans, the association needed an identity that was bold, recognizable, and deeply rooted in the sport’s essence.

Solution

Punch developed a brand identity system that encapsulated the sport’s fundamentals, drawing on the iconic visual of the three stumps—a symbol synonymous with cricket.

This concept served as a representation of the three cities united within the region, establishing a brand with strong regional significance.

The logo’s central element, an orb shape, representing the cricket ball and reminiscent of the sun, symbolized a new dawn for cricket in the area.

In a unique twist, the brand mark featured two perspectives: a bowler’s view with a middle stump bending backward, symbolizing the triumph of bowling out an opponent, and a batsman’s perspective with the umpires hands raised to signal a “six”

This duality of perspectives celebrated cricket’s most exhilarating moments.

To further celebrate the cities together under one association, Punch created three distinct teams, each with its own colour and logo.

This approach allowed players from each city to forge individual identities while remaining part of the greater Cricket Moncton brand.

Players were encouraged to develop creative team names, enhancing team spirit and a shared sense of community within the association.

Success

The new brand identity was quickly embraced, bringing energy and cohesion to Cricket Moncton.

Each city’s unique team identity was celebrated in a winter championship, providing players with a platform to showcase their skills and prepare for the summer season.

The association’s first outdoor season culminated in a remarkable achievement: the team clinched the Provincial outdoor cricket championship on their first attempt—a rare feat that underscored the association’s rising prominence and the passion of its players.

Summary

The brand identity has became a unifying symbol for the Cricket in the region.

Its distinctive design and thoughtful symbolism brought players together from across the region, creating a vibrant community that celebrated cricket.

The brand’s success attracted more enthusiasts and solidified Cricket Moncton's role as a vital platform for the sport in Greater Moncton.

By embodying both the spirit of cricket and the unity of three cities, the Cricket Moncton brand has become a powerful representation of community, competition, and shared achievement.

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