Saracens Rugby Club

Saracens needed a modernised brand identity and a more commercially effective digital platform that could unite memberships, hospitality, supporter content, and partner opportunities.

As lead creative, I was responsible for shaping the brand system and leading the website redesign, with the goal of increasing memberships, improving usability, and creating a central hub for all things Sarries.

I led the brand development, iconography, digital design, supporter engagement strategy, and website structure. This included creating bespoke logos, icons, membership and hospitality assets, refining information architecture and pricing journeys, and developing a richer supporter platform with player statistics, sponsorship-ready ad spaces, and protected content designed to monetise exclusive member access. The brand system was rolled out across web purchasing, print, digital marketing, and hospitality moodboards to create a consistent experience across every touchpoint.

The refreshed brand and digital platform created a more cohesive, scalable supporter experience while unlocking stronger commercial value for the club. The improved membership journey and protected content strategy helped drive a 200% increase in memberships, while strengthening supporter engagement, sponsorship opportunities, and the overall Saracens brand ecosystem.