SapientNitro helps GC Football Club ‘Rise Up’
SapientNitro, Brisbane has just completed the rebrand of the AFL Gold Coast Football Club, newly nicknamed the Gold Coast Suns. Having won a competitive pitch in 2009, the agency devised an entire overhaul of the club’s brand in order to drive team ambassadors, actively promote passion amongst fans, and build a following amongst the local community who already follow other sports.
Says SapientNitro managing director, Michal Branagh: “Our challengewas to develop a brand that the Gold Coast community would embrace withvigour. The brand needed to be an icon that fans of all ages could seeas a representative of the Gold Coast way of life as well as beingbold, fresh and in line with the values of the existing Gold Coastculture. The concept has to be different, brave and not follow in the footstepsof other clubs as this was the club’s opportunity to stand up and own aspace that no other AFL club could occupy.”
The brand concept of ‘Rise Up’ was used to set the creative directionand brand personality and was used as a call to arms to encourage thecommunity to support the club in their first year. In addition, thenickname ‘Gold Coast Suns’ and jersey designs featuring an iconic wavehelped emulate the Gold Coast way of life.
Says Greg Price, GM Communications of the Gold Coast Suns: “We wanted to capture the imagination of our fans and reflect thesymbols of the Gold Coast and the values of the Club. We needed astrong new position that linked our winning spirit to our fearless andrelentless endeavour to rise up together against all challenges.Choosing a new logo and designing a jumper for a community sportingorganisation is an extremely difficult and emotional process. We’re exceptionally pleased with the result SapientNitro helped us achieve.”
The campaign will be supported through social media, publicity, radio,TV and print collateral and the team will sport the newly designedjerseys at their first game of 2011.
Credits:
Darren McColl – National Strategy Planner
Kory McAvoy – Art Director
Dan Adler – Senior Account Director
Cassie Poiner – Account Manager
Lieve Torbeyns – Senior Graphic Designer
Gordon Haynes – Senior Copywriter
16 Comments
The worst jumper in the AFL…
@ 11:31am – No it’s not. Carlton is.
Every bit of design element in that brand job is terrible.
There are laws against rising up in your backyard. Especially if the neighbors can see.
And given that they just ripped their nickname straight from the Phoenix Suns, I probably wouldn’t be waxing lyrical about how clever that name is.
Carlton’s the worst jumper? You kidding?? This thing looks like a training guernsey.
@12.15pm – Did you suffer a head injury playing Rugby League as a child?
Their theme song needs a re-brief too.
“Rise up! in your backyard.”
Finbar Saunders is going to have a field day. Fnarr fnarr, yuk. yuk.
What’s an iconic wave by-the-way? Is it Mexican by chance?
(Rep)rise up?
http://www.youtube.com/watch?v=S_qVbF8Jka0
Wow 3:37, I hope you didn’t put your shoulder out drawing that long bow of yours.
4.35
Post your email address and I will give you a personal tutorial in why the two things are the same.
If not, pull your head out of your arse.
With broad shoulders
3.37
Please God make graphic designers and B-grade ‘brand consultants’ leave footy jumpers alone. This is appalling.
12:53 – Talking about the team in general. Geez.
Not 3.37
I don’t consider that a long bow 4.35.
It’s practically the same category with the exact same line. However i wouldn’t be surprised if the marketing manager insisted on it.
Will this campaign also have Samuel Jackson? You know he can do it….Rise Up Mo Fo!
10.08…
The first comment was “worst jumper in the AFL”.
Your reply was “No it’s not. Carlton is.”
If you think that reads like you’re talking about the team in general, I suspect you’re dyslexic.
Thank god we can all google these days otherwise we’ld have to think for a living.