STRATEGY
Unify Australian football nationally under one identity, connecting regional teams, fans, and communities, while embodying energy, passion, and cultural heritage. A cohesive, iconic brand can capture the spirit of the game, resonate emotionally, and create a consistent national presence.

SOLUTION
Oval form, bold colours, and dynamic typography reflect movement, athleticism, and optimism, providing an instantly recognisable, modern, and unifying identity.

VALUE
AFL identity is now a national symbol, connecting fans, players, and communities, reinforcing culture, loyalty, and recognition across all touchpoints.