The Australian Rugby Union approached Helikon to conduct a brand assessment for the sport of rugby in Australia, and to help position it uniquely against competitive sports leagues. Australians are very passionate about sports and the battle for share of the consumer’s heart and mind among the various leagues is frantic. The ARU’s intended objective to grow the sport of rugby necessitated a new, brand-centric approach to the marketing of the sport. Helikon managed an Australian-wide research and subsequently created a set of brand documentation and standards to assist the ARU and their commercial partners’ marketing programs. Helikon’s challenge was to help change the image of rugby from that of an exclusive, elite “club” to a more inclusive sport, accessible and inspirational to all Australians. Helikon also designed a new logo for the “International Rugby Series” to better align the brand’s values and image with its commercial programs. The ARU’s new image campaign “True Colours”, developed by the George Patterson Bates agency in Sydney in preparation for the 2003 Rugby World Cup, is a direct result of the brand positioning and toolset created by Helikon.