Welsh Rugby Union is a key brand to Wales both nationally and internationally. Tactical work for key matches and series were created that included 48 and 6 sheet outdoor posters, digital banners and screen animations. There was also a requirement to elevate the brand into a modern, global force in international rugby – one that would elicit pride and passion from its loyal supporters. Key to this was the stadium experience during matches. A promotional film was created to be played before the entry of the Wales team on to the pitch. This visual brand style was then replicated for all team line-up graphics and all in-play match graphics. These continue to be broadcast on the two pitch-end screens and throughout all areas of the Millennium Stadium at every international game.