New Club Crest

After 30 years, one of the AFL's oldest club crests was due for an update. The identity change carried high emotional stakes for supporters.

Maintain strong fan sentiment during the off-season and throughout the rebrand launch.

I worked closely with the video team to plan and produce the hero film, then developed a strategic rollout for social channels.

Fan sentiment around the new crest remained high leading into the season.

The hero film was exceptionally well received, earning more than 800,000 Instagram views across two days.