Overview:
Stadiums Queensland manages some of the state's biggest sporting and entertainment venues, each with its own brand, audience and personality.
Sport Design Australia partnered with the team to develop a new social media design system spanning nine venues, including Suncorp Stadium, The Gabba, QSAC, Sleeman Sports Complex, Queensland Country Bank Stadium, Cbus Super Stadium and People First Stadium.
The goal was to give each venue a stronger and more flexible way to create everyday content, while bringing greater consistency across the wider Stadiums Queensland portfolio.
Challenge:
With nine venues, there wasn't going to be a one-size-fits-all solution.
Each venue already had its own established brand guidelines, colours, audiences and personality. The challenge was finding a consistent creative approach across the portfolio without making every venue look and feel the same.
The system also needed to work in the real world.
Internal teams were producing a wide range of content - from event promotions and weekly schedules to announcements, attendance updates and match-day graphics - often needing to turn things around quickly.
Whatever we created needed to look considered and on-brand, but it also had to be simple enough for different teams to pick up, edit and use every day long after the project was handed over.
Solution:
Rather than creating one template suite and applying a different logo to each venue, we developed a tailored creative direction for every brand.
Working within each venue's existing guidelines, we explored how colour, typography, imagery, graphic devices and layout could be used to give each one its own personality, while introducing enough shared structure to connect the wider Stadiums Queensland portfolio.
From there, we built a flexible suite covering the content the teams regularly needed - including event promotions, announcements, weekly schedules, attendance updates, match-day content and more - across multiple social formats.
Just as importantly, we considered who would actually be using the system once it left our hands.
Every asset was supplied as a fully editable working file, with key templates also rebuilt in Canva. This gave internal teams the ability to quickly update imagery, copy and event information themselves, without needing a designer to rebuild each asset from scratch.
The end result wasn't simply a collection of templates, but a practical design system built around how Stadiums Queensland and its venue teams actually create content.
Outcome:
The new system gave Stadiums Queensland a more consistent creative approach across nine different venues, while still allowing each individual brand to retain its own identity.
For internal teams, it also made everyday content creation quicker and easier, with a library of flexible assets they could confidently adapt themselves across different events, messages and formats.
Rather than relying on one-off creative each time something needed to be communicated, Stadiums Queensland now had a scalable system designed to support the ongoing volume and variety of content required across its venue portfolio.
