Not Another to lead brand refresh for Canterbury Rugby

Canterbury Rugby has appointed Christchurch-based creative agency Not Another to lead a full brand refresh.

It will be a multi-phase project to honour the organisation’s 146-year legacy while setting a bold new direction for the future.

The refresh will launch across the 2026 season, aligning with Canterbury Rugby’s move to its new home ground at One NZ Stadium.

Pride and momentum

It aims to reimagine how the brand connects with its people, its purpose, and the wider community it serves, from grassroots clubs to professional pathways.

Fresh off a championship-winning campaign and a sell-out farewell to Apollo Projects Stadium, the partnership arrives at a moment full of pride and momentum.

“We’re really looking forward to working with a partner who understands who we are – our game, our people, and what Canterbury Rugby means to our province,” says Canterbury Rugby GM partnerships & engagement Matt Quinn.

“Not Another brings a solid mix of thinking and creativity that’ll help us shape a brand that stays true to our proud heritage and legacy while still looking ahead to the future.”

A region built on connection

The brand refresh will be delivered with the wider rugby community – players, coaches, volunteers, supporters and staff.

“For 146 years, this region has been built on connection – players, whānau, volunteers and fans – each one a thread in the red and black fabric that makes Canterbury strong,” says Not Another founder Mark Townshend.

“We’re proud to be part of this journey, and to help shape a brand that carries that legacy forward with manaakitanga, courage, and community at its heart.”

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