Founded in 1787, Lord's is arguably the most famous cricket venue in the world. It is owned by MCC (Marylebone Cricket Club), which has the role of guarding the game's laws and safeguarding its spirit. But with sports entertainment now big business, MCC faced a new challenge – how to use Lord’s heritage and status to their full income-generating potential. With no clear positioning and no consistent identity for Lord’s, MCC asked Circle to create a new brand to encompass its magic and celebrate its unique status as the number one cricket ground in the world. We positioned Lord’s as ‘The Home of Cricket’, with a strong set of values laying out the standards it expects of everyone who represents it. We also worked closely with the retail arm of Lord’s to create appealing product ranges that attract significant new custom. MCC has now increased and diversified its revenue streams and continues to build on Lord’s position as a heritage brand with a clearly defined place in the hearts of cricket fans and the public all over the world.

Alkhorayef Group

From Saudi Arabia to the world for this leading diversified technology company.

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Refreshing the Principle brand to take the group global.

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An inspiring look and feel for the best-known cricket ground in the world. 

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