Bilbao26

EPCR

The brief

Create a season-long visual identity capable of building momentum from the opening rounds all the way through to EPCR Finals Weekend in Bilbao – and beyond into Lyon 2027.
The system needed to flex across:

Stadiums
Broadcast
Digital
Ticketing
Social
Hospitality
Live event experience

The challenge was maintaining consistency across multiple competitions, venues, partners and stakeholders, while ensuring the Finals Weekend felt elevated as the culmination of the season.

The insight

EPCR isn’t just a singular event, it’s a journey. A season-long build of momentum for players and fans alike, all leading towards this year’s final destination – Bilbao.

The identity needed to reflect that sense of movement and energy, while scaling consistently across multiple competitions, venues and touchpoints.

The response

We created a visual system built around the idea of movement, capturing the speed, rhythm and intensity of elite rugby throughout the road to Bilbao.

Using flowing graphic forms inspired by the existing EPCR toolkit, we developed dynamic shapes that represent both the motion of play and the progression of the tournament itself.

Designed to flex from subtle accents through to bold hero moments, the system works seamlessly across broadcast, digital, stadium and live environments.

Beyond the core identity, the system extended into campaign and fan experience including ticketing journeys, merchandise, social content systems and match communications designed to sustain engagement throughout the season.

This included multilingual campaign rollouts, digital ticketing flows, match programmes, OOH advertising and Finals promotional assets.

For the Finals Weekend, the system expanded into bespoke elements including the ICC Finals ball, referee assets, trophy stage branding and Lyon 2027 launch materials unveiled during the event.

The outcome

A complete season-long delivery across every major EPCR touchpoint including multiple international markets and 45 tadiums.

From tournament launch through to Bilbao Finals Weekend, the system delivered consistency, flexibility and impact at every scale, unifying the season while elevating its climax.

The project also established the foundation for Lyon 2027, MATTA’s fifth consecutive season delivering the world’s premier club rugby competition.