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A Whole New Ball Game.

Launching a new sports format is always a challenge.

Never mind doing so in the middle of a pandemic.


The Hundred was designed to entertain a whole new generation of fans and bring cricket into pop culture. So we knew we had to be bold. To test new waters and show audiences cricket as they've never seen it before


We joined the The Hundred team in the earliest stages of defining the brand. We needed to find a way to set the game apart and stand out in an already jam-packed sporting calendar. To establish its own personality and own a new space of cricket. 


How would we do that? By creating a striking new visual brand identity that would set the tone for the year ahead. Combining that with a hard-hitting content strategy to kick it all off, we'd be on to a winner.


Pulling together the powers of design,

digital and CRM was going to be key.


Through high energy explainer videos, we broke down the new format. From the rules of the game to what to expect on match day. These helped audiences gain a clear understanding of what The Hundred is all about while building anticipation for the summer ahead. As players joined teams or transferred to new ones, we kept audiences up-to-date with striking graphics.


The ECB designed The Hundred to be a game for everyone. A big part of that was about creating opportunities that went beyond the cricket pitch. The Hundred Rising was a brand-new programme of 100 exciting opportunitiesIt would offer up-and-coming talent a platform to showcase their skills and gain valuable experience. 


To help the programme launch in style, we created a wealth of content with a hero video starring Vick Hope.

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We made sure we were there to lend a hand.

They were teaming up with some of the nation's favourite

brands so our announcement films had to match up.


From Lifebuoy to Jax Jones, Masuri Helmets to New Era,

we made sure all the big news made a splash.


BBC Music Introducing were bringing live music to match day.

To announce the news, we created a high-energy short form

video, using The Hundred’s distinct motion graphic style to

get audiences buzzing for match-day entertainment. 

To launch New Balance’s kits, we created a quick-fire hero edit

that matched the vibrancy of the designs. ‘Hold the Pose’ did

just that. With punchy graphics and a dynamic edit style, we

launched the merch store in true The Hundred style.

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