Football Australia

Football Australia has a multi-decade vision for the evolution of the code in Australia. Working with Hulsbosch, who developed the identity, I was briefed to create a compelling idea that enabled them to claim a leadership position by celebrating what makes football unique compared to its competitor codes - Rugby Union, Rugby League and AFL. The insight was clear: none of the other games are as global, diverse, widely played, uniting, or atmospheric as football. In short: football has it all. 

So, I created a simple language structure that highlighted the last three letters, i.e. FOOTBALL. This simple idea opened the way to reposition the code as Australia's top-tier sports brand. 

The FOOTBALL concept became the overarching master brand idea for all tiers of the game - A-League, W-League, Y-League, National Teams, Member Federations, club and community initiatives. The idea was also used across all their partner channels, including broadcast, PR, media, marketing, and event channels. The concept has also been adopted by UEFA.