Hulsbosch has partnered with Football Australia to refresh the visual identity of MiniRoos, creating a future-focused brand that inspires more Australian children to begin their football journey.

As Football Australia’s flagship participation program for children aged 4–9, MiniRoos plays a critical role in introducing the game to hundreds of thousands of young Australians each year. Following a comprehensive review of the program, Hulsbosch was engaged to develop a new visual identity that better reflects football’s unified national brand while capturing the energy, confidence and inclusivity that define the next generation of players.

The refreshed identity aligns MiniRoos more closely with the Football Australia masterbrand and strengthens its connection to the Socceroos and Matildas, reinforcing the program as the first step in a lifelong football journey. The design system celebrates movement, optimism and play, combining bold green and gold national colours with vibrant graphic elements that create a modern, engaging and instantly recognisable brand for children and families.

Beyond the logo, Hulsbosch developed a comprehensive visual identity toolkit, including a flexible logo suite, graphic assets, implementation guidelines and applications across digital platforms, apparel, signage, promotional communications and participation touchpoints.

The strategic challenge extended beyond aesthetics. The identity needed to resonate equally with young participants and parents, encourage greater participation—particularly among girls—and provide Football Australia, Member Federations and clubs with a consistent and scalable brand system for national rollout.

The result is a contemporary, inclusive and highly flexible identity that reflects the joy of playing football while supporting Football Australia’s vision of creating a lifelong love of the game. By strengthening the connection between grassroots participation and Australia’s national teams, the refreshed MiniRoos brand positions the program to inspire the next generation of Socceroos and Matildas.