Industry
Sustainability
Client
Goodness
Helping a community of AFL players launch a platform for collaboration, education and climate action.
The brief was to create a brand that could be a banner for players, ex-players, industry professionals and supporters of the sport who wanted to see climate action taken seriously.
In early 2020 the group began collaborating with climate experts from across Australia to help build a compelling case for how the AFL as a sport should address the effects of climate change. The brief was to create a brand that could engage with the entire AFL as a sport and as a culture to ignite this change and safeguard the future of the sport.
By keeping core sustainability leadership principles at the foundation of the strategy, we could ensure that the brand’s focus on climate action could be brought through in everything that they do. We built on the strategic foundations with the brand’s visual identity that combined ideas of community, teams and AFL supporter culture to launch a movement that could engage with AFL fans, the AFL as an industry body, players, ex-players and climate activists alike. We created a dynamic and flexible identity that could adapt in time and to suit it’s audience. An identity that is true to the group's vision and grass roots ethos, that their community can feel part of and wear with pride. We created a team brand, for a team of people passionate about climate action.
