At the beginning of our 2021 season, we introduced our new brand positioning statement of “We are the Blues”, with the “We” intended to be inclusive to everyone as a celebration of our region, our history and our people. To launch this I created a video with a script based on lines from the Blues Waiata and Haka, which reference these touchpoints. I also composed the soundtrack - a mixture of original music and sounds taken from our welcome at games, and handled all aspects of the visuals, which would help inform the visual style of the season ahead.