Women’s Cricket World Cup
This is Us
Brand
Strategy
Campaign
Animation
Web design
Deliverables
Brand strategy & identity, Brand guidelines, Brand campaign, Event livery, Web design
Client
International Cricket Council (ICC)
Industry
Sport & Tourism
As host of the ICC Women’s Cricket World Cup 2022, New Zealand had an opportunity to elevate the women’s game while sharing its culture with the world. We created a tournament brand grounded in the creative platform “This Is Us,” developed in partnership with cultural consultant Inia Maxwell. Inspired by the whāriki, a traditional Māori woven mat symbolising hospitality, women’s strength and mana, the identity transformed cultural meaning into a vibrant contemporary system spanning every part of the tournament experience.
Brand Strategy
“This Is Us” positioned the tournament as a confident expression of women’s cricket and Aotearoa. The platform connected sporting ambition with a New Zealand welcome, using the whāriki as its central idea. Symbolising hospitality, strength and mana, it gave the tournament a culturally grounded story with global relevance and pride.
Identity Strategy
The identity reinterprets the symbolism of whāriki through bold geometric forms, rhythmic patterns and a vibrant palette. Created with cultural guidance, the system balances Māori meaning with the energy of international sport. Flexible compositions generate movement and recognition across stadium graphics, city livery, broadcast, digital communications, signage and event environments.
Campaign Strategy
The campaign carried “This Is Us” beyond the tournament mark, turning host cities, venues and communications into an invitation to share in the event. Storytelling across outdoor, stadium, broadcast and digital channels built anticipation and visibility while celebrating the players, supporters and culture shaping a defining moment for women’s cricket.
Project Team