Circle
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Lords

Merchandising and retail play an important role in building customer loyalty at any sports venue, but for Lord’s cricket ground, the existing merchandise was not living up to the world-class promise of the brand. Circle worked with Lord’s to transform the retail offer, creating distinct retail ranges to appeal to differing audiences and to build equity in the Lord’s brand. The core Lord’s range offers visitors quality merchandise at various price points, while the development of the Father Time range builds a story around the unique heritage and traditions surrounding the ground, appealing to die-hard cricket enthusiasts. New for the 2010 season, Little Legends from Lord’s is a range designed for young cricketers. Its identity builds on the fun of the game and puts a fresh spin on the Lord’s brand. Circle also created retail guidelines and style guides to control and protect the brands, explaining the retail elements and showing how they should be expressed. The new ranges have increased shop and online sales significantly, and are now a key revenue stream for Lord’s.

Downtown

A new retail identity celebrating a buzzy, urban environment with strong appeal to international customers a long way from home.

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Lords

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

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SAGIA

Fast-tracking business into Saudi Arabia.

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