The ICC contracted HKLM and Playmakers, a specialist sports branding agency, to create a brand identity for the 2010 World Twenty20 Championships event which was to be held in the West Indies.

The team defined a brand strategy and brand promise that became the event's tagline ‒ “Captivating, Contagious Cricket”.

The strategy was expressed visually by means of a logo and a gritty, graffiti-inspired, hand-stencilled visual style for the event that reflected both the youthful energy of the host country and the ICC's brand objectives.

The team also developed comprehensive design guidelines for a range of executions including co-brands, sponsor guides, advertising and marketing collateral.

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