Tasmania Football Club

Tasmania Devils

This was a client we never thought we’d have a chance to work with. We thought Tasmania’s AFL club would be created by focus groups and deployed by an agency with no roots in or understanding of our State.

We were wrong, wrong, wrong.

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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 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.

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