Manchester agency behind rebrand of the Boat Race

David Prior's picture
by David Prior

Manchester agency True North was behind the rebranding of this year's Boat Race.

The annual event, which saw Cambridge ease to victory over Oxford in both the men's and women's races on Saturday, has been run for 185 years.

Working alongside The Boat Race Company Ltd, True North looked to come up with a new branding that challenged connotations of an event reserved for the rich and the elite.

It developed a new positioning and visual identity that sought to articulate the unique rivalry through the concept of ‘Where Greatness meets’.

True North's design director, Sarah Dutton, said “This was a once in a lifetime project. We aimed to recapture the race’s identity and heritage, to tell it’s unique story and help it rightfully claim it’s place as one of Britain’s top sporting events.

“It is the perfect vehicle to highlight all the elements that go into making the race special."

The initial brand roll out was revealed during Saturday's race, with further application over the coming 12 months.

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