Following an initial two-year deal, LV=, re-signed as title sponsor, marking a new era for the competition, marketing and investment strategy.

Engaged by multiple stakeholders, including long-term Whitestone client the RFU, LV= and Premiership Rugby, Whitestone's strategy for the 2011/12 season was to develop a multifaceted, versatile, yet clear identity and messaging system which worked for three parties (and the clubs) in delivering sporting, commercial and business objectives. It was essential that the new logo and branding balanced, integrated and complemented common values and in particular the need to distinguish the LV=Cup from other Rugby competitions by marking the significance of fresh young player talent competing for recognition and the Cup.