303 MullenLowe develops new logo and brand for country footy

Over the next six months, the organisation’s new ‘Country Football WA’ name and brand will be rolled out across the state, alongside a new strapline Thriving Through Football.  Its new logo is based on the swan, with its wings forming the shape of WA.

Along with a 60-second film that heroes the many volunteers, players, supporters and strong communities that country footy builds and brings together, the new brand aims to “explain the organisation’s role, and reinforce its higher social purpose and community benefit,” said Nerida Collins, Executive Manager – Brand and Growth, West Australian Football Commission.

“Country footy plays an incredibly important role in communities right across country WA, and is and is about so much more than just the game itself.  We are excited to unveil this new name, logo and film as something will not only galvanise the players, coaches, umpires, partners and supporters, but showcase to everyone the vital role country footy plays in towns and regions, big and small, right across the state. It is quite literally a way of highlighting all the different voices involved in country footy, by providing an image and name that everyone involved can connect with.”

303 MullenLowe Perth Senior Business Director Holly Creasey said in developing the new identity and name, the agency looked to the important role the organisation plays beyond just the sport itself.

“Country Football WA is all about what it means to be part of a community.  The supporters, the characters involved, the team mentality, friendships formed; it’s what makes country footy in WA the glue that keeps the country strong.  And now it has a logo, name and identity to reflect that essential role.”

To develop the new name and identity, 303 MullenLowe undertook research to inform a broad strategy, before developing the logo and brand design, and the beautifully shot 60-second launch film.

Filmed around Bunbury and Donnybrook, it will be housed on the Country Football WA website, used across social, and shown to clubs and communities across the state to garner support for the new brand as it rolls out.

Copywriter Lachy Banton explains the focus of the film: “There were some lovely stories from people who grew up in the midst of country footy. It was clear that it was much more than just a game, and it was important that we developed something that not only captured this sentiment, but was something every community could feel proud of and connected to.”

The new name, identity and film were revealed at the WA Men’s Country Championships in July, and can be seen here https://vimeo.com/846166020?share=copy.

Credits:

Head of Design – Alby Furfaro
Senior Designer- Madeleine De Pierres
Chief Creative Officer – Damian Royce

Art Director – Jake Ransom

Copywriter – Lachy Banton
Senior Business Director – Holly Creasey

Planning (Freelance) – John Linton
Head of Production – Johnathan Julius

Production Company: Beautiful Pictures

Director, DoP & Editor – Luke Sargon

Post Production – The Office of John Cheese

Editor – James Hawkes

Producer – Kate Downie & Gemma Hall

Audio Post Production – Cue Sound

Sound Designer & Audio Engineer – Nick Gallagher & Shaun Sandosham

Voiceover – Andrea Gibbs

Talent Agency – Moore Creative Artists (MCA)