We, The Ready
AFLW

An energetic platform for an energetic competition

For seven seasons the AFLW (Women’s Australian Rules Football League) has broken the outdated football stereotypes built by the older more traditional men’s league.

They needed a platform and brand identity that could do the same.

‘We, The Ready’ was designed to make a statement that the AFLW is ready to take flight. No more training wheels, no performative support, but instead, a legitimate competition bringing unique fandom and energy to the game we all love.

I worked side-by-side with my CSO on this, and as a footy fan, it was a complete privilege.

Across the year, we spoke to over fifty prominent figures in the AFL, including players, club CEOs and journalists. Later on in the process, we moderated around 15 focus groups across the country, speaking to real fans who love the game as much as we do.

My role:

Senior Strategist

Made with:

Shaun Mcfarlane, Bella Plush, Ryan Fitzgerald, Rebecca Stambanis and Phoebe Peralta

Agency:

Special Group Australia