A fresh look at Rugby

Rugby is a new magazine about, yes, rugby, from the team at content agency Eric. Creative Director Simon Campbell talks us through the magazine’s design and how it’s trying to approach the sport differently

What is the magazine’s intended audience and how does it seek to be different to most sports titles?
There seems to be a huge gap in sports magazines in general, they’re either very commercial and full of small bite-sized content that, arguably, you may be able to find better on the web. Or they’re over-stylized and completely style over substance so while they often look beautiful they lack the editorial to back it up. There are a few exceptions but we really wanted a platform to tell stories in the truest form – big intros, long reads in a quality journal format.