Case Study: Adelaide Football Club ignites passion and pride with Fuller’s brand strategy and identity

Adelaide Football Club launches 5 films and a 60-second brand story with Fuller

The Adelaide Football Club engaged the brand consultancy Fuller to redefine its visual identity and reignite passion among its fans and community. The challenge was to modernize the cherished brand of the AFL and AFLW club while honoring its unique heritage as a team representing the entire state of South Australia.

Fuller implemented a comprehensive solution, beginning with extensive stakeholder research to develop a new brand narrative centered on the phrase "Made from South Australia." This strategy was brought to life through a revitalized logo, richer colors, custom typography, and a distinctive feather pattern. To launch the new identity, Fuller produced a series of brand films, including a 60-second hero film, which were released across the club's social platforms. The CEO noted the project resulted in a finished product the club is truly proud of, developed with a high level of confidence throughout the process.

Adelaide Football Club