Case Study: Rugby League Cares brings seriously injured players front and centre with Fishtank Agency

Rugby League Cares launches a new identity for the Seriously Injured Players Fund with Fishtank Agency

Rugby League Cares, an independent charity, faced the challenge of evolving its long-standing Rugby League Benevolent Fund into a more visible and instantly recognizable brand. The goal was to create a new name and identity that clearly communicated the fund's purpose of providing lifelong support to seriously injured players, making it accessible to both the core rugby community and new donors unfamiliar with the sport. They engaged Fishtank Agency for a comprehensive solution involving brand strategy and identity design.

Fishtank Agency developed a bold new identity, renaming the fund the Seriously Injured Players Fund and creating a distinctive emblem from a split rugby ball that forms an 'S'. The design system included a purposeful wordmark and the strapline "Tackling Tough Together." The result was a modern, flexible brand that honours the fund's legacy while making its mission clearer and more memorable. This new identity equips Rugby League Cares to better connect with players, families, and donors, providing a strong platform for future awareness and fundraising activities.

Rugby League Cares