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’.
