AFLW — We, The Ready
For 7 seasons the AFLW (women’s AFL league) has broken the outdated football stereotypes built by the older more traditional men’s league. They needed an platform and brand identity that could do the same. ‘We, The Ready’ mirrors the joy, dynamism and passion of players and supporters alike, creating a modular identity that allows every layout to be unique, just like the people who follow it.
An ever evolving platform for an ever evolving league. ‘We, The Ready’ describes the collective state shared between players and fans to forge a new era of the W. In place of a single line we’ve created a language construct acting as an open invitation to our audience to define, and redefine who are are, accompanied by a dynamic visual identity designed to grow with every iteration of our platform.
Shot by Michelle Tran, our editorial photography approach looks to capture the authentic personalities on and off the field.
We injected energy into our game-day comms, using duotone imagery to combine the passion of our fans with the athleticism of our players
We created AFLW league merchandise that aesthetically broke tightly held traditional AFL design cues, and for the first time looked to unite supporters behind the league as a collective as opposed to individual teams.
