Evolving the ICC from governing body to global fan brand
Markets
Global Sports
Across the ICC’s brand, its competitions and three successive commercial rights cycles, our work with cricket’s world governing body built the strategic foundations behind multiple layers of the business.
The ICC’s role shifts between administrative and driven by pure cricketing passion. Our strategic approach needed new depth and reach to serve both.
Through a connected body of work built to move the ICC forward as a whole, Our thinking had to keep pace with real change. With a global fanbase of over one billion, growing ever more mobile and digitally engaged, the ICC brand brand positioning, sporting formats strategy, branding architecture and commercial narratives needed to be transformed. From building the strategic foundations to rebranding the ICC and its portfolio of properties, each update needed to project a coherent picture across the organisation.
The result is a brand built not for one moment, but for continuous momentum — strategic thinking designed to move with the ICC and keep pace with its audiences and properties as they grow.
Activities
Brand Positioning & Architecture
Cricket Formats Strategy
Tone of Voice & Communications
Identity & Branding Refresh
Guidelines & Templates
ICC Properties Identity & Branding Systems
Brand & Branding Management
Commercial Content & Narratives
Whitestone understood immediately the challenges of working in sports, from a governance perspective and the multi-dimensional aspects involved in bringing together such a wide-reaching change across our branding platforms.
Claire Furlong, ICC General Manager, Marketing and Communications
