The St. James Rugby Creative Direction

Rugby is my "love language". I think what brings me the most joy in life is meeting people, teaching them how to pass a ball, and getting to know their story. So when I joined The St. James, I knew I wanted to build a rugby brand. Although I didn't quite have permission... I did it anyways. STJ Rugby became an incubator for experimentation. How do we separate ourselves? What can we do differently? How do we conduct ourselves? What can we offer that no one else can?

We started by building community— inviting coed teens and adults to come play tag rugby once a week through the fall & winter hosting over 17 sessions. Registrants received training vest & shorts.

The ultimate goal was putting together a competitive rugby sevens team. Leading up to summer, I began recruiting a team, finding sponsors, and developing a new brand pattern for The St. James. Inspired by the "Bell of the Great Clock Tower" on St. James' Royal Palace in London, England. Using this geometric diamond star, I created a vector pattern to implement into branding & uniforms.

After a year of much hard work, coaching, & coordination... We created our first ever competitive rugby team in Summer 2024. To be frank, there's way to much work to put into this portfolio project. If you'd like to see more— please visit our club instagram page! The St. James Rugby