Harlequins Rugby Club partnered with Teamup to develop the Heartland campaign, which emphasizes brand identity through home, tradition, and loyalty, independent of game performance. The campaign showcases the club’s heritage and aims to engage grassroots initiatives, with a new brand architecture and visual tools for simpler communication. Overall, it seeks to deepen emotional ties with fans and position the brand as a core element of London rugby.

1. Harlequins Rugby Club engaged
teamup to develop the Harlequins
Heartland campaign into a long term
positioning, activating intangible brand
dimensions of home, tradition and
loyalty. The objective was to create an
idea about the brand that is
independent from gameday
performance and sustainable.
teamup created The Harlequins
Heartland campaign; a compelling
platform reflecting the team’s rich
heritage and positing the Harlequins
brand at the epicentre – ‘Heart of
London Rugby’. The Heartland campaign
is scalable to grass roots and
community initiatives, local clubs and
partner opportunities.
Heartland Campaign A Harlequins new brand architecture
was developed to make activation
strategies simple to communicate
visually, new fonts were employed to
make existing logos more open and
approachable. A look tools kit
including backgrounds, treatedincluding backgrounds, treated
photographic images of players arephotographic images of players are
all in use. Advertising headlines keyall in use. Advertising headlines key
off of this concept. A bold and classicoff of this concept. A bold and classic
look and feel is produced, evokinglook and feel is produced, evoking
rugby’s power and its regional roots,rugby’s power and its regional roots,
intensifying the emotional bond tointensifying the emotional bond to
fans and partners and positioning thefans and partners and positioning the
brand as a destinationbrand as a destination
of the heart.of the heart.
Services:
Market Segmentation
Brand Positioning
Campaign IdentityCampaign IdentityCampaign IdentityCampaign Identity
Graphic Standards GuideGraphic Standards Guide
Ongoing Strategic ConsultationOngoing Strategic ConsultationOngoing Strategic ConsultationOngoing Strategic Consultation Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | t: +44 (0)7588 663528 | e: fspopp@smebranding.com
Contact: Fred Popp teamup London t: +44(0)7588-663528 w: teamupco.com