The Challenge:
When the Tasmania JackJumpers entered the NBL, they came in with a new brand and style guide that did the job. But four seasons of growth will expose the limits of any brand system, and the original guide had started to show its age and it no longer resonated with fans as much.
The brief wasn't a full rebrand, as the club didn't want to throw out what fans already knew and connected with. It was about taking the existing identity, building on its foundations, and evolving it into something more considered and more flexible, designed for where the club is heading rather than where it started.
With a WNBL team on the horizon, the timing made this about more than just the men's program. We needed to tighten up the visual identity for the NBL season, by creating a brand system that also sets the women's program up properly when they entered the comp.
The Solution:
We kept the JackJumpers brand intact where it mattered and evolved everything around it. Updated type, new design elements, extended colour palette, refined photography treatment, and a new style guide that actually captures the direction properly so everyone working on the brand is working from the same page.
Social templates in light and dark mode across the full content mix. Game day, wins, losses, signings, milestones, starting lineups, player stats. Everything a NBL team posts across a season, templated and ready to go.
The visual language draws from the island with topographic maps, native foliage, raw landscape textures, and coordinate overlays. It's specific to Tasmania and there's no other NBL club that can own this territory.
For the women's program, we built a parallel identity within the same system. A new colour introduced specifically for the WNBL team gives the Jewels something that's theirs from day one. The templates and brand direction developed for both sides make it clear how the two programs relate visually, what they share and where they differ, so when the women's team enters the comp, it feels like a natural expansion rather than a scramble.
The Outcome:
The JackJumpers have an updated visual identity that reflects who they actually are in 2025. A style guide that gives the internal team real direction, a social template library built for speed and consistency across both programs, along with a visual foundation for the women's team that's ready to go when they officially enter the WNBL.
