Rebranding the code of football

Building on their 20-year strategic plan to make football the largest and most popular sport in Australia, the Football Federation of Australia (FFA) approached Hulsbosch to reposition and rebrand the Hyundai A-League, Westfield W-League and the Foxtel Y-League. Key challenges included the need to positively differentiate football from the other Australian sporting codes, grow awareness amongst the general population and allow the existing club brands to shine.

Our thorough strategy process showed that this ambitious goal could only be reached by repositioning the whole code, including the FFA, the state level member federations, National Teams and the fan and participation channels.

The modernised football icon is inspired by football's three points of difference – atmosphere, diversity and unity. Together with the communication idea FootbALL, these differentiators create a platform to drive growth across all audience segments. The unique identity delivers a clarified visual language and architecture that seamlessly integrates the competitions and will enable the game to create a stronger footprint in Australia. And, for the first time in Australian sport, the identity assumes the colours of clubs within all club communications, embracing the fact that the love of the fans ultimately lies with their club and the game rather than a league.