Rebranding hospitality at Murrayfield

Murrayfield is iconic, instantly associated with Scottish Rugby and steeped in sporting history. But when it came to promoting their broader hospitality and events offering, the existing brand, Scottish Rugby Hospitality, was holding them back.

Too tightly tied to match-day experiences, the brand didn’t reflect the full spectrum of what the venue had to offer. From world-class concerts to conferences, pitch-side Pimm’s and gala dinners, Murrayfield offers premium days out – but the digital and brand experience hadn’t kept pace.

Outdated design, limited functionality, and a name that only resonated with rugby fans were restricting growth. The team needed a brand and website that could honour the stadium’s heritage while setting a new stage for what Murrayfield could become.

It was time for a brand that could capture it all. Lane rolled up our sleeves.

It all started with a brand workshop, where we got everyone together to define where the brand was and where they wanted it to be. This was particularly helpful given the crossover of multiple brands within the same space – Murrayfield is home to Scottish Rugby, Edinburgh Rugby and the events brand. We ensured all were included at the start of the process and throughout when it came to decisions like colours and signage.

The consensus was that they wanted to keep the heritage of the stadium while modernising the venue to be fit for their marketing plan.

Next came renaming, which resulted in The Murrayfield Experience. This gave the team enough flex to cover the wide range of offerings including concert hospitality, rugby hospitality, conference & events and experiences. The accompanying new logo reflected the iconic sweeping canopy of the stadium’s roof.

Brand rollout covered a new colour palette and pattern that would add a premium touch across assets.

Once everyone was on board with the new brand, it was time to tackle the website. Our designs were reflective of the more modern approach and showcased the range of offerings available at the location. We also provided content for all the pages, bringing in the new tone of voice and reaching out to a wider audience.

The brand rollout was put in place on site just in time for the 2025 6 Nations Championship, where it went down a treat. The Murrayfield Experience now has a prominent face within the stadium featuring on everything from stairs to wayfinding signage. And with huge performances on the horizon, we’re excited to see it get some serious coverage.