Tasmania Devils

Our imperative was to create an identity that is a true and meaningful representation of ‘us’. Of Tasmanians. Something that encapsulates and also transcends football to become something cultural.

Not only did we face a compressed timeline, but also the weight of expectation. The eyes of millions of footy pundits would be on us. And we knew they wouldn’t be backwards in sharing their thoughts.

We had to keep reminding ourselves that this wasn’t simply about designing a jumper. This was creating a brand soaked in meaning and aspiration. That immediately felt natural. And logical. And emotional. It had to appeal to football tragics and young parents and kids and aspiring athletes and cynics and fence-sitters.

We also needed to balance being contemporary while also being respectful of our football heritage. We need to be a confident challenger brand and tap into our innate understanding of what it means to be Tasmanian – to live, work, play and celebrate here.

Our identity is bold and unique and incredibly ‘us’. It acknowledges our heritage colours and our unique name. It will come to life on merchandise, in communications, in a boardroom and on the field. And it will allow us to build into it the emotion and the ambition needed to create a formidable and iconic brand for the Tasmania Football Club.