Initially the guys at Blue Mountains approached me to help reposition their brand in suburban rugby. Competition was fierce on and off the field as the numbers of newcomers dwindled each year. Rugby had become a sport for ageing men wanting to relive the glory days and with mediocre performances from the national teams rugby had lost its appeal to younger people. Our aim was to help the Blueys shift their goal posts, so to speak, by defining the club's purpose and values then creating a simple identity that could easily be applied across collateral; giving new life to Blue Mountains Rugby and at the same time staying true to the clubs heritage.