Varsity 2026
The annual one-day competition between Royal Holloway and the University of Surrey, hosted at Royal Holloway in 2026. The brief was to refresh the existing Varsity identity and lead the campaign around it.
With fixtures spread across campus and around 5,000 people on site, wayfinding came first: over 100 signs, plus maps and score cards to keep the day moving. Fan merch, from T-shirts to foam bear claws, gave supporters something to wear and wave. Everything was delivered in three months, against strict production lead times.
Brand Refresh Event Guerrilla Marketing Print Wayfinding Apparel
Wayfinding
Around 2,000 visitors came from Surrey, most seeing the campus for the first time. Over 100 directional signs and site maps led them from pitch to pitch, with QR codes for live scores and fixtures on every map.
The T-shirt listed every sport on the back, and the foam bear claws turned supporters into a crowd. Both were produced against the tightest lead times of the project.
Something to wear and something to wave.
Sold out: 3,500+ guests, over £300,000 in revenue, and more tickets sold than the year before.