england & wales cricket board

Designing a safer future for grassroots cricket

Content

01. overview

Improving safety across the grassroots game starts with clear guidance. The ECB engaged us to help shape their first concussion policy for recreational cricket – one that translated UK Government advice into a format players, coaches and support staff could use with confidence. Designed to complement, not replace, professional medical input, the policy provides a consistent framework for education and response across the sport.

We partnered on

Editorial Design
Information Hierarchy & Layout
Bespoke Icon Suite
Visual Communication System
Editable Policy Templates

02. challenge

CLEAR, CONFIDENT COMMS FOR NON-MEDICAL AUDIENCES

While cricket isn’t a contact sport, the risk of concussion is very real – particularly when players are struck by the ball. The ECB needed to communicate critical safety information in a way that felt accessible and engaging to non-specialists, while staying firmly rooted in medical accuracy. Our challenge was to create a policy document that people would not only read, but understand and use – on the pitch, in training, and across the wider grassroots ecosystem.

03. solution

CLEAR, CONFIDENT COMMS FOR NON-MEDICAL AUDIENCES

We delivered a full visual and editorial design system to support the ECB’s concussion policy, focused on clarity, flexibility and ease of use.

Bespoke Icon Suite
We created a bespoke set of icons to highlight cricket-specific incidents and concussion symptoms. These served as visual anchors throughout the policy — helping readers scan, reference and retain key information at a glance.

Policy Document Design
The layout combined clean structure with a clear hierarchy of information, making the content easy to navigate. We applied a cricket-relevant colour palette and bold typographic choices to enhance legibility, and introduced flexible content zones to allow for updates and adaptation.

The final policy was delivered in editable PowerPoint format, enabling the ECB team to customise, update and export materials with ease.

04. outcome

CLEAR, CONFIDENT COMMS FOR NON-MEDICAL AUDIENCES

The concussion policy is now in use across County Age Groups, Premier Leagues and National Counties, offering a consistent, easy-to-follow framework for concussion awareness and response.

Key outcomes:

A visual-first policy tailored to grassroots audiences
Clear reinforcement of concussion risks and return-to-play guidance
Practical educational tool, shared across clubs and coaching teams
Delivered in a format that evolves with the game

This project marked our first collaboration with the ECB. It’s a meaningful step towards safeguarding in sport, and a foundation we’re proud to have helped shape.