Work
Experience design to translate community values and diverse audience needs into a unifying narrative
AFL
In Brief
In Detail
Challenge
Help the AFL Eastern Ranges Academy to understand the motivations of their community and how to better communicate what the club stood for.
Define a new tone of voice and brand identity and deliver a communications platform that excites and informs its community.
Outcomes
Discovered key drivers and touch points of interaction and communication gaps that were creating friction within the club community
A refined brand vision, strategy, and identity cross-designed in collaboration with players, parents, partners and sponsors
A new website delivering relevant, up-to-date information to all users including kids and parents, sponsors and commercial partners, the AFL and local council
How it was done
Undertook deep ethnographic research with key audience cohorts through contextual interviews and roundtable discussions
Leveraging a participatory approach, we worked with key audience groups and stakeholders to refine the brand vision and articulate an inclusive, aspirational, and impactful brand strategy
Developed a visual aesthetic and redesigned the website working to an 8-week design-to-launch cycle, creating a communications platform that excites and informs its community
Comprised of the most promising junior footballers from across the greater eastern area of Melbourne, the Eastern Ranges club has a strong history of developing players, with over 100 drafted onto AFL and AFLW lists.
Eastern Ranges approached us wanting to better communicate — and in turn create a stronger bond with — partners, sponsors, the local community, player’s families, and players. This required a rethink of the brand positioning and communication strategy for its football season and outreach programs.
Drive, greatness and sacrifice — discovering the many faces of a passionate football community
The influence and importance of a local football academy and club can’t be understated in Victorian communities. Many people, from all walks all life, come together to take part and contribute. Players want to reach the elite level, while others simply enjoy the sport. Volunteers are keen to be part of the wider football family.
The Prime Motive team devised an interview methodology to engage with the various cohorts of users; players, parents, sponsors and partners. Different approaches were constructed specifically to tailor the conversations to each group, as their circumstances and needs varied greatly.
Group discussions were deemed more appropriate for the players, as they were teenagers who could find a one-on-one setting intimidating. The interviews touched on their day-to-day interactions with the club.
The team also facilitated two group discussions with parents. These meetings were part interview, part workshop, which helped unpack challenges in a more visual manner. Five contextual interviews were conducted with each individual club sponsor and partner.
Unclear pathways — an inconsistent player and parent journey
Out of the research conducted, 1,500 data points were gathered to help form four primary personas and two secondary personas. Each with their own journey of engagement with the club.
The players and their parent/s become the focus. Power users involved in the club for up to seven years. Starting as young as ten years of age as part of a very ambiguous and disconnected journey all the way to the rigorous planning of AFL draft day.
Empowering the performance — elevating the brand
Standing on the pillars of “community, greatness and development” we designed the Eastern Ranges brand to represent the experience of any young footballer.
With performance and personal development as the focus, the Eastern Ranges aesthetic aimed to empower young footballers to reach their full athletic potential, represent the seriousness in which their journeys are taken and inspire others to be part of the community.
Two distinctive visual pathways were explored, each considering the opportunity from a different perspective
Exploring the character of a brand — two visual projections from one mountain range
Concept one was inspired by the “Journey”. A journey a player makes when they become a part of Eastern Ranges; it is not enough for anyone to simply show up. A journey with ups and downs, with many lessons. No matter the outcome, players are better off for having gone through it.
Concept two draws on “Strength”. It takes dedication and effort to become an elite athlete, potentially encountering many disappointments along the way. It will require grit and determination to overcome those and remain focused on the goal.
Both concepts draw aesthetically from the mountain ranges name, but came about it from opposite directions. One, from the up above, based on map and cartography visuals. The other from below, rooted in the harsh and sometimes unforgiving aspects of facing off with the elements.
Web design — an emotive and simple website
The Eastern Ranges’ new website became pivotal in disseminating the tone and message established by the brand as well as building upon it.
With an easily distinguished robust aesthetic, the digital brand was brought to life by a number of elements aimed at making it unique yet easy to manage going forward. Representative of strength the font Refrigator Deluxe is inspired by old-school sports jerseys. The colour palette remains true to Eastern Ranges yet its use is intentional, tough and well-defined.
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