Faced with the challenge of uniting cricket to grow the game in England and Wales, the ECB created a game-wide strategy to increase engagement across all aspects of society. The ECB approached fst to help them communicate the strategy effectively and help change perceptions of the game.

We created the concept of “Cricket Unleashed”, aimed at shaking up perceptions of cricket and galvanizing everyone within the game to stand up and make a positive difference. The bold look and feel takes Cricket Unleashed away from any previous communications, giving it a fresh and vibrant appeal.

Working closely with ECB, we created an interactive website that holds the entire strategy, but allows the user to delve into the areas of particular interest to them. We also created an inspiring animation, a full printed version of the strategy in the Cricket Unleashed style and a shorter, easier to digest journal version.


Working with a governing body rather than a traditional business was a rewarding challenge; it feels great to be working to make a real difference.


Alex Cleveland, Content Director