Brand Identity
Graphic Design
Apparel Design
The passion project explores the creation of a brand identity and uniform design for a fictional AFL team, the Bendigo Bengals. Inspired by recent rebrands across the league, the project challenges traditional perceptions and expectations for AFL branding, which prioritises heritage and avoids evolution.
AFL team branding is deeply rooted in heritage and tradition, with each club’s identity woven into decades of history and cultural significance. Strong connections to the past have instilled an innate sense of pride and loyalty among supporters but inherently created an environment where change is often met with resistance. Attempts to modernise or evolve club branding are frequently criticised, as they are perceived to diminish or threaten the legacy and emotional ties that define a club’s rich history. This cultural attitude makes innovation in AFL branding a complex and highly scrutinised endeavour.
The intention was to develop a modern and minimalist brand system, emphasising versatility and adaptability for the digital age. By breaking from convention, the design seeks to shift the narrative surrounding AFL aesthetics, promoting innovation while respecting the balance between legacy and progress. The Bendigo Bengals encapsulate the potential for a bold yet functional reimagining of the sport's visual identity.
