[h3 customclass="white-txt uppercase heading medium-small-txt no-pad-bottom" ]Back Story[/h3] Cricket is one of Australia’s most loved summer sports and is both a cherished memory and weekend ritual for thousands of kids. The Cricket Australia Youth Pathways Initiative provides that crucial playing ground for nurturing and uncovering talent that look to pursue their dreams in the adult leagues. Unfortunately, the development of youth from junior to adult cricket flies under the radar and is a critically untapped market segment. It needed to raise its profile and attract consumer and stakeholder attention. Some of the key challenges facing the Youth Pathways program including naming confusion and having something of an identity crisis. With no clear strategy to guide the ship, the program ended up appearing invisible and ineffective to the public. So Cricket Australia came to Prodigy+ who not only understood the ins and outs of cricket but had extensive experience in repositioning brands.
[h3 customclass="white-txt uppercase heading medium-small-txt no-pad-bottom" ]Brand Story[/h3] This presented an opportunity for Cricket Australia and Prodigy+ to create a new brand story for the Youth Championships that drew connections - between past players and future stars, from backyard cricket to national glory. The new brand positioning amplified the energy, tapping into every young cricketers’ dream of reaching the highest levels of cricket. The new identity is highly dynamic with hero imagery that brings their Cricket Australia Pathway journey to life. The typographic treatment and graphics make it instantly recognisable and infinitely adaptable to future roll-outs. Additionally, there was a specific focus on enhancing the Youth Pathways’ digital presence with every deliverable promoting their website to gain traction and increase brand awareness. [/column][/row]
