Principals unveils branding strategy for the launch of AFL’s Greater Western Sydney Giants
Branding agency, Principals, has revealed its intensebehind-the-scenes work with Team GWS, to create a total brand strategy for thelaunch of the Australian Football League’s (AFL) newest club – Greater WesternSydney Giants.
The Principals were tasked with narrowing down the20,000 name suggestions for the team and developing a brand identity to launchthe AFL’s 18th Club into an entirely new market – Greater Western Sydney.
It draws on a supporter base that includes Western Sydney, ACT, South Coast and Southern NSW.
Since June this year, Principals has worked with Team GWS to create the complete brand strategy – from the vision, positioning and personality, to the team name and teamcolours through to the design of one of the guernseys, and marketing andpromotional collateral.
With debate stirring over the chosen name for the club, Principals Creative Director Simon Wright said: “Most AFL teams have traditional names and identities dominated by animals, but we wanted to create an identity that breaks with conventions. This is a new Club so we couldn’t trade on history and tradition. We wanted to create something big and bold and for the future.”
The focus for all branding and associated work was on a target audience of 8 to 12 yearold kids with the understanding that the club will take some years to develop and become part of the Australian sporting landscape.
Greater Western Sydney Giants CEO Dale Holmes said: “We recognise our vision is bold – to become a top quartile Australian sporting club in an area bigger than Franceand as culturally diverse as Europe, but we want to tap into a communitymind-set towards a better future, and set a massive goal – to be football forthe future, and to dare to think like Giants.”
Greater Western Sydney Giants will play its first game in the 2011 NAB Cup, joining theAFL competition in 2012.
CREDITS
Simon Wright, Creative Director
Tessa Shaw, Brand Strategist
Gabriel Mello, Designer
Tui Horo, Project Director
12 Comments
Like it.
Bold and the guernesy looks the business. Just what you expect from an AFL team. Shits on the GC Suns.
Nice job Principals.
Bring Back Jack (Yes, we remember).
These guys will be Tasmania’s AFL club by 2015.
from 20,000 names they have a name that is used by 100’s of other sporting teams.
How do I go about getting a gig doing this strategy branding business?
Did anyone stop to consider the fact that Folau might suck at his new code before using him as the face of the team?
Using Wests Tigers colours much? What a balls-up.
It looks good.
but I was wondering, are giants renowned for their thinking, or is it a hidden talent they all have?
Those colours are bloody horrible. And don’t get me started on the guernsey.
This looks like NIKE advertising.
Just don’t do it.
It does look like Nike similar font, same colours similar
tone of messaging. How come? really how come?
The challenge is to generate an immediate following for a new club and they plan to do this by tapping into community aspiration. You may argue that the name is cliched, but from a strategy perspective it makes great sense. I really like it.
Just seen it. Don’t like it.