Last week we featured six NRL creative teams to watch in 2025, which sparked plenty of discussion. This week, we're doing the same for the AFL.

When it comes to the AFL, it feels like there is less of a gap between the clubs at the top, and the clubs chasing. This competitive nature amongst club creative teams is only positive for the game, with fans being the biggest winners.

From clean and bold visual identities, to social content that puts fans first, the clubs standing out are the ones pushing their brand and identity to the limits. There's a clear willingness to challenge what’s been done before... but in a calculated way. It’s strategic shooting from the hip.

It also feels like there’s strong buy-in from club leadership, and when that happens, the players and coaching staff follow. You can see it in the content coming from the teams leading the charge.

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Gold Coast Suns

A creative team led by Andy Bryan is always going to be of a very high standard, and the Gold Coast Suns are a perfect example of that. They have built a strong creative team across design, video, and photography over the last couple of years. It’s been great to see their evolution, and they’ve cemented themselves as one of the more thoughtful and strategic creative teams in the AFL.

Everything they put out feels intentional. There’s a clear strategy behind their key campaigns, and nothing feels rushed or thrown together. Their photography and video work have a distinct aesthetic along with being consistent and always on brand. That consistency is something a lot of teams struggle with, but the Suns have it locked in.

Their design approach over the last 12 months has been clean and minimal, letting strong photography do the heavy lifting. That’s not easy to pull off, but they make it work. They also aren’t afraid to try something different when the moment calls for it. A great example is their recent pink jersey release, which saw them roll out a range of executions across different platforms. They didn’t just drop a jersey, they built a full creative rollout around it, making sure it had impact.

Another standout moment was their response to Queensland’s cyclonic weather. With round one games cancelled, the Suns adapted their messaging with empathy and relatability. Senior digital content producer Somha Sleeth highlighted how the Suns shifted billboard campaigns to community-driven messages, and reinforced safety and unity through multiple pieces of content. The below gives you a little taste.

Gold Coast might not be the biggest team in the AFL, but creatively, they’re making all the right moves. We look forward to seeing what they produce this season.

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North Melbourne

North Melbourne are one of our favourites when it comes to elite visuals - they leave no stone unturned when it comes to flexing their design prowess. Any opportunity to showcase their skills, they take it. Their unmistakable blue and white colour palette, bold typography, impressive in-house photography, and subtle use of glows and textures have pushed the Roos’ design and content towards the top of the table. If you follow North, you stop scrolling when they post.

Their visual strategy this year looks to heavily lean on their club-wide brand truths: identifying as urban and gritty and being relentless in their pursuit of silverware. To reflect this, they’ve developed a look and feel featuring hand-drawn, gritty elements and textures, along with 20 different types of hand-drawn bounding Roos, a favourite icon among their fan base. We especially love how each unique bounding Roo represents a fan and their individual connection to the club. Given that their membership campaign is member-led and draws on real supporter experiences, this was a smart way to bring that idea to life visually.

While many teams in the league simply upload a photo with a caption, the Roos always seem to go the extra mile, making sure the design team plays a key role in their content - something we always love to see.

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Collingwood

Collingwood’s creative approach speaks volumes; it’s always on point and always in tune with the fans. They've mastered the art of connection, offering unprecedented access to the team, and their use of video has become the heartbeat of that relationship. It's not just about showing the game; it's about letting fans into the lives of the players, uncovering their personalities, and bringing a raw, authentic sense of the club to the screen. Last year, the appointment of Luke Winzar as 'Senior Features Producer' solidified this vision. His role is all about storytelling that strengthens that bond, and their pre-season series ‘The Grind’ on YouTube is the perfect example - a behind-the-scenes look that feels like you’re right there, within the club's inner sanctum.

When it comes to short-form content, Collingwood has a clear strategy: raw, unfiltered glimpses into the world of the Magpies. Whether it's training, press conferences, or just moments within the club’s walls, the aim is simple, to show the players and coaches as they really are. This authenticity in their video content continues to reinforce that crucial fan-club connection, making it feel personal and real.

Visually, Collingwood is a club that’s entirely confident in its identity. They lean into dark tones within their monochrome palette, paired with powerful action shots and sleek, minimalist typography. Already in 2025, they're embracing a cleaner aesthetic for player stats and game results, letting the design do the talking. We’re already seeing hints of new creative directions across social media, and are keen to see how they explore this further for key moments during the season.

With their unshakable sense of identity and an ever-evolving approach to storytelling, Collingwood is sure to keep pushing boundaries both visually & through their video. Bring it on.

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Essendon

We’ve admired Essendon’s creative team for quite some time, and each year they seem to raise the bar even higher. Their team is stacked with talent, and it’s evident in the well-rounded, highly polished content they produce. There’s a level of consistency, quality, and attention to detail that makes everything they put out feel intentional and elite and the work they deliver always feels refined yet never conventional.

What sets them apart is their willingness to break traditional design rules - and in the best way possible. They are different and aren't afraid to push boundaries and challenge the status quo of what AFL creative should look like. Whether it’s through bold typography choices, unconventional layouts, or subtle yet striking visual elements, they create a style that feels uniquely Essendon. They also strike the perfect balance of adding text over an image… the simple things. Even the way they edit their photography - through lighting, contrast, and composition - adds to their distinctive look and feel. It’s the perfect blend of edginess and sophistication, making their content instantly recognisable while keeping fans engaged and excited for what’s next.

Overall, it's obvious their content and design team complement each other really well. Design isn’t an afterthought for them; it actually influencing the content before they even capture it. Whether it’s the way they frame a subject, the lighting choices, or the overall composition, there’s an inherent synergy between their design and content that elevates everything they produce. It’s this level of pre-production thinking that allows them to craft visuals that feel cohesive, considered, and unmistakably Essendon.

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Carlton FC 

Carlton’s creative team has a clear focus on the finer details, and it shows in everything they produce. One of the most unique aspects of their design is the noise and fabric effect subtly woven throughout their visuals. It’s a clever nod to the fabric of the club, literally and figuratively, bringing the navy blue to life in a way that feels both modern and deeply connected to their history. These little touches are what make Carlton’s creative work stand out, giving their content an identity that feels undeniably true to the club.

Typography is just as important as imagery in their approach. They always find the right balance between text and visuals, making sure every piece delivers a strong, clear message. What’s really impressive is how instantly recognisable their designs are - even without player images or logos. The use of consistent colours, type, and textures means that once you’ve seen a Carlton design, you’ll spot another without needing to see a logo.

Their style is impactful, raw, and full of emotion, but never messy. They lean into texture, grit, and strong imagery, but always keep things structured and refined. By combining core typography, emotive visuals, and gradient mapping, they’ve built a look that is flexible yet consistent.

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Hawthorn

In 2024, the Hawks emerged as a leading example of innovative content creation in the AFL. They underwent a significant shift in their content strategy, focusing on showcasing the authentic personalities and camaraderie within the team. This approach led to a substantial increase in their TikTok and Instagram followers and engagement, with multiple posts surpassing a million views. Their playful approach to TikTok is one of the best in sports, so if you're not following them, do yourself a favour... it's a whole lot of FUN.

On the long-form video front, their 'Full Sweat' docuseries is available to watch on 7+ and provides fans with an intimate look into the club's pre-season preparations, further enhancing transparency and fan engagement.

We’ve also admired the Hawks' graphics game for a few years now, and the quality looks set to continue in 2025. Their design team seems to place a strong emphasis on layering and creating depth, which makes their designs very dynamic. They aren’t afraid to experiment with different compositions and techniques either, pushing boundaries and creating visuals that stops fans from scrolling.

Hawthorn's holistic approach to content is among the best in the competition, and with their on-field success rising, we're excited to see what they cook up this season!

Also, just a quick PSA... if you aren't already following GWS Giants on X/Twitter - you know what to do. Best in the business.

Of course, there are plenty of other clubs producing top-tier creative work across the AFL. Each team brings its own unique approach to content, storytelling, and design, and the overall standard keeps rising every year. The best part? The competition isn’t just on the field - it’s in the way clubs engage their fans, push creative boundaries, and evolve their brand identities.

We’re keen to see how all teams continue to innovate in 2025!