Challenge:
The West Coast Eagles were operating with an outdated brand system that had become difficult to manage across their expanding communications ecosystem. They needed a scalable brand framework and visual idenitty that felt modern and premium, but still deeply connected to the club’s legacy and essence.
Solution:
We delivered a comprehensive visual identity built to work hard across every application. The system included a flexible design system, brand-aligned templates and typography/colour guidelines - all crafted to be easy to use and instantly recognisable.
A key component of the work was addressing the club’s internal brand structure. We defined three distinct sub-brands as part of the brand dichotomy - Retail + Events, Community, and Hospitality - each with its own unique tone and visual identity requirements. Our task was to ensure each of these could stand alone when needed, while still aligning cohesively under the reimagined core West Coast Eagles brand. This involved building a flexible system that allowed for differentiation without fragmentation.
From digital and print to signage and campaign execution, the new system provided a clear and scalable foundation for the club's internal creative team to confidently build upon.
Outcome:
We equipped the West Coast Eagles with a complete, ready-to-use brand toolkit designed to lift the quality and consistency of all creative output.
Deliverables included:
– A modular visual elements toolkit including textures, patterns, icons and treatments
– Branded assets applied directly to the club’s membership and ticketing campaign
– A clear font hierarchy and typographic system for cross-platform consistency
– A detailed style guide to ensure ease of rollout by internal and external teams
– A library of social media templates covering key content types
– A refined colour palette for both digital and print applications
The new system has enabled the Eagles’ creative team to work faster, reduce inconsistencies, and execute high-quality content across digital, physical, and in-stadium environments.
