In 2026, I continued my work with the New Zealand Rugby Players Association (RPA) as a creative lead, contributing across creative direction, personal development campaigns, graphic design, and UI-focused digital projects centred around the organisation’s refreshed brand direction: Backing the Players, for the Game. 27 years and counting.

The RPA redesign was developed to create a more refined, connected, and progressive identity that reflects the modern professional player landscape. The updated logo builds on the strength of the original mark through cleaner geometry, improved spacing, and a subtle “huddle” or front-row bind integrated within the letterforms, reinforcing themes of unity, support, and collective strength. A refined green-led palette paired with subtle orange highlights creates a modern and recognisable visual system, while cinematic player imagery, storytelling, and grounded art direction establish a human-centred brand that celebrates players, their stories, and the wider rugby community across digital, print, and apparel applications.

My primary focus was leading the rebuild and creative direction of the new RPA website in collaboration with Seventy Two Digital. The project involved developing a clearer and more purposeful digital platform that better supports the work of the association and improves access to resources, services, and information for professional rugby players across New Zealand. The platform also strengthens integration with The Rugby Club, the growing online professional player portal that I also designed, helping create a more connected digital ecosystem for players both on and off the field. Check out the Rugby Club design: here

Alongside the website redevelopment, I contributed across visual communications, content production, photography, and storytelling projects for the association. This included creative production and photography for the 2011 and 2015 Rugby World Cup Champions Reunion event.

The work reflects an ongoing focus on building meaningful digital experiences, strong visual identity systems, and player-first platforms within the professional sporting environment.