Project Overview
Football Australia unveiled plans for an inaugural national second-tier football competition launching in October 2025. This initiative sought to transform the Australian football framework by connecting state-level leagues with the A-League pathway, providing a nationwide stage for clubs and players to display their capabilities and commitment to the sport.
Hulsbosch was appointed to spearhead the development of the brand identity, encompassing brand positioning, naming, visual identity, and creating and implementing a comprehensive brand guideline. With a clear directive to establish a vibrant and dynamic brand, Hulsbosch delivered the Australian Championship, the ‘breakthrough’ identity that encapsulates the spirit of the competition that kicks off this new chapter for Australian football.
Project Commissioner
Project Creator
Team
Marcel Wijnen, Creative Director
Nick Mooney, Snr Designer
Ian Boniface, Snr Finished Artist
Carolyn Pitt, Client Strategy Director
Jaid Hulsbosch, Managing Director
Project Brief
The national second-tier football competition was created to address a key deficiency in the nation's elite domestic football pyramid. The competition aims to foster competitive integrity, generate excitement, and cultivate commercial appeal, while simultaneously embodying the essence of Australian football. The new identity had to celebrate the sport's authenticity, uniting communities throughout Australia and forging a link to the international football arena. It also had to have a modern and energetic feel to capture the excitement for the sport.
In an already complex Australian football brand ecosystem, the new competition also had to find its place and its difference.
Project Innovation/Need
While the name developed – the Australian Championship – and the logo mark featuring the unifying graphic for all of football, established an official and credible place for the competition in the Australian Football ecosystem, the brand concept of "Breakthrough" distinguishes the brand identity, signifying the competition's commitment to innovation and sporting advancement.
The vibrant and energetic visual components were created to articulate aspiring local talent and symbolise their rise to prominence on the national stage with a sense of explosive energy. The Championship Green and Deep Steel colour scheme was carefully selected to convey growth, resilience, and solidarity. The new identity was intended to encourage and excite supporters nationwide, paving the way for a competition that would inspire national pride and celebrate the nation's sporting talent.
Design Challenge
Balancing nationwide appeal with the need to stand out in a competitive sporting landscape required a dynamic and attention-grabbing design. Furthermore, the brand identity had to be flexible enough to evolve as the competition grows. To overcome these challenges, the designers immersed themselves in the authentic spirit of Australian football, blending its raw energy with a modern aesthetic.
They injected excitement and dynamism through bold colours and energetic forms, to capture the spirit of the game. Ultimately Hulsbosch created an engaging modular design system which allowed for seamless adaptation. This ensured the brand remained consistent and relevant while maintaining its core authentic, unpredictable, and ambitious attributes, effectively future proofing the identity for long-term success.
Effectiveness
The Australian Championships brand launch marked a new era for Australian football. It has established a national platform to showcase talent and create community togetherness. The new design embodies this vision, with the use of bold colours and dynamic graphics to capture the sport's energy by bringing together historic clubs, passionate communities, and emerging talent on a truly national stage. By merging modern design with tradition, it elevates players, amplifies fan passion through its authentic representation of the game, and lays the foundation for an exciting future of the competition.
Peter Filopoulos, Chief Corporate Affairs, Brand and Communications Officer at Football Australia, highlighted the importance of building a brand that reflects the competition’s vision: “The Australian Championship represents a major milestone for Australian football – uniting historic clubs, passionate communities, and emerging talent on a truly national stage.
“Our goal was to create a brand that feels bold, progressive, and deeply connected to Australian football’s identity. Hulsbosch has been instrumental in shaping a competition that is not only visually striking but also reflective of our game’s ambition, authenticity, and national pride.”
Tags
Graphic Design - Identity and Branding - Community
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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