Re-branding the code of football


Building on their 20-year strategic plan to make football the largest and most popular sport in Australia, the Football Federation of Australia (FFA) approached Hulsbosch to reposition and rebrand the Hyundai A-League, Westfield W-League and the Foxtel Y-League. Key challenges included the need to positively differentiate football from the other Australian sporting codes, grow awareness amongst the general population and allow the existing club brands to shine.


The modernised football icon is inspired by football's three points of difference - atmosphere, diversity and unity. These differentiators create a platform to drive growth across all the codes. The unique identity delivers a clarified visual language and architecture that seamlessly integrates the competitions and will enable the game to create a stronger footprint in Australia. And, for the first time in Australian sport, the identity assumes the colours of clubs within all club communications, bringing the league and clubs under the one unified banner.





The full case study

“Football has recently been confirmed as the number one club-based participation sport in Australia and we’ve just signed a new six year broadcast deal so it’s a great time to reveal a new brand for our leagues. The work we have done with Hulsbosch gives us a strong brand platform demonstrating the unity at the heart of Australian football.”

David Gallop, CEO
Football Federation Australia