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.