From market follower
To category creator

Sixes

Sixes is social entertainment. It's a market swamped with rivals competing for the public's time. And their money. But Sixes was built on a higher cause: to take cricket, a game plenty of people had written off as stuffy and slow, and open it up. Colourful, social, fun. The problem was the brand didn't show any of it. It looked like everyone else in the sector, following the norms instead of breaking them.

  • We created a new category — Party Cricket — so Sixes could lean into the one thing that made it different: cricket itself. In an overcrowded field, it gives them a definition that's instantly clear. You know what it is and what they're about in two words.

    Then a verbal identity built to show, not tell so you feel the fun, the energy, the love of the game, and the welcome that means it's for everyone. Underpinned by a new vision, mission and values that set the culture across HQ and every venue. The result is a brand that is anything but run-of-the-wicket.

Design partner
Ascend Studio