Gloucester Rugby wanted to evolve their Season Ticket package into a new Club Membership package.
The brief was to make membership appeal to fans on an emotional level, and so the concept 'at the heart of it' was born. Fans were invited to get right into the heart of Gloucester Rugby by joining the club as a member.
The passion and commitment that the fans felt was captured and amplified to make a passionate communication. This reflected the atmosphere at Kingsholm Stadium which is full on and electric for home matches.
The family nature of the club was captured with fans of all ages showing heart.