A climate insight driven brand identity
The AFL Players For Climate Action are a collective made up of AFL & AFLW players (and ex-players) who want to do more to tackle climate change. Working together with the initiative's founders and alongside an incredible list of collaborators, we developed a brand that could unite people from all different teams under one common banner, for one common goal.
We brought together inspiration from the world of sport branding alongside a more DIY and organic feel to create the visual identity; it was important for the team to feel like it wasn’t overly polished or commercial, but something that valued progress over perfection. Something that could talk to people regardless of their knowledge of climate change, or AFL; and a brand that people could feel empowered to share their stories with.
From merch ideas in the works, to how the brand could be used to highlight climate action at games. As part of our involvement in the project we helped realise some of the ways that the initiative could start to have a wider conversation about climate action with fans, supporters and the wider public.
The brand’s launch saw media secured across major news outlets, a rise in online engagement and the continuous growth of a highly engaged following. Over 260+ AFL & AFLW players have now joined the cause and the group have secured partnerships with Go Neutral on an AFL players offsetting program, the Lord Mayors Charitable Foundation and have been invited to work with various AFL clubs on creating climate change initiatives.
What we did:
Creative direction • Art direction • Brand identity • Brand strategy and governance • Verbal identity • Web development • Launch video • Brand toolkit and assets • Communication assets
