Moonshot 2031

The Goal

The USA Men's Eagles set an audacious goal: to compete in a Rugby World Cup quarterfinal when the U.S. hosts the tournament in 2031. Getting there means funding extra training camps, building a pathway for young players and getting American rugby fans behind the team. The program needed a brand and a home online that would turn that goal into a story people could rally around, and give fans, donors and partners clear ways to help.

What We Did

• Brand & Logo: Created the Moonshot 2031 logo and Brand Foundation, inspired by JFK's 1962 moonshot speech, with black-and-white and full-color versions.
• Website Design & Build: Designed in Figma and built moonshot.rugby in Webflow, with one contact form that connects supporters to USA Rugby's CRM.
• Missions & Projects: Built a "missions" system that tracks each Eagles test match under space-program themes like Project Mercury and Project Gemini, complete with mission badges.
• Fan Badge Contest: Built the badge design contest page, which drew more than 50 custom designs from the USA Rugby community and returned in 2026.
• Fundraising Campaigns: Planned and built four 2025 campaigns: the endowment, junior national teams, 2027 Rugby World Cup qualification and the 2027 Rugby World Cup.
• Pathway & Merchandise: Built a player pathway page connecting youth, age-grade and senior teams, and designed the WORK–LOVE–ENERGY T-shirt, stickers, a flag and letterhead.

The Impact

Moonshot 2031 gives the Men's Eagles a story American rugby fans can see themselves in. Every test match becomes a mission with its own badge, and more than 50 fan-designed badges show how quickly the community bought in. Four fundraising campaigns give supporters clear ways to help, from the endowment to qualifying for the 2027 Rugby World Cup, and one contact form routes every interested fan or donor to USA Rugby's team. After more than two years together, the program has a brand and website that can carry it all the way to 2031.