Ariels NetballPlayer v6 Ariels NetballPlayer v6

THE BRIEF
The opportunity was to create a ‘destination club’. A club with a winning culture. A club that athletes aspire to represent. A club that the community are proud to support, and that sponsors see value in. We sought to breathe new life into a 93-year-old Ariels brand with a new iconic visual identity.

THE INSIGHT
Founded in 1930, Ariels VCNA is one of the oldest netball clubs in Australia, with teams competing from junior representatives to senior championship levels. As a pathways club to national leagues, the brand was disparate, uninspiring and lacked identity.

THE BRIEF
The opportunity was to create a ‘destination club’. A club with a winning culture. A club that athletes aspire to represent. A club that the community are proud to support, and that sponsors see value in. We sought to breathe new life into a 93-year-old Ariels brand with a new iconic visual identity.

THE INSIGHT
Founded in 1930, Ariels VCNA is one of the oldest netball clubs in Australia, with teams competing from junior representatives to senior championship levels. As a pathways club to national leagues, the brand was disparate, uninspiring and lacked identity.

Ariels Billboard v3 Ariels Billboard v3
Ariels Logos Bottle Singlet Ariels Logos Bottle Singlet
Ariels Flag v2 Ariels Flag v2

THE SOLUTION
The notion that ‘you can only be what you can see’ inspired us at every decision-making moment. We wanted to craft a brand that captured the pinnacle of professionalism, eliteness and positivity. So that every athlete, coach and club member could visualise success and feel inspired to reach their full potential.

Establishing a new set of values was critical to the club’s transformation. With a newly appointed board and coaching roster, we defined our lived values for all levels of the club. Co-collaboration sessions drove a better understanding of who we are and what we stand for to inform the behaviours expected of a destination club.

The new values also represented a chance for us to create a tone for the brand that was full of passion and personality. We chose values that were relatable enough for junior players to connect with, but also bold enough to inspire those playing at the pinnacle of championship netball. We used impactful language and liberally overlaid illustrations to enhance the sense of movement and authenticity.

THE SOLUTION
The notion that ‘you can only be what you can see’ inspired us at every decision-making moment. We wanted to craft a brand that captured the pinnacle of professionalism, eliteness and positivity. So that every athlete, coach and club member could visualise success and feel inspired to reach their full potential.

Establishing a new set of values was critical to the club’s transformation. With a newly appointed board and coaching roster, we defined our lived values for all levels of the club. Co-collaboration sessions drove a better understanding of who we are and what we stand for to inform the behaviours expected of a destination club.

The new values also represented a chance for us to create a tone for the brand that was full of passion and personality. We chose values that were relatable enough for junior players to connect with, but also bold enough to inspire those playing at the pinnacle of championship netball. We used impactful language and liberally overlaid illustrations to enhance the sense of movement and authenticity.

We Are UNITED 2 We Are UNITED 2
Ariels We Are ELITE Ariels We Are ELITE
We Are RELENTLESS v2 We Are RELENTLESS v2
Ariels Ball v2 Ariels Ball v2
Ariels UNIFORM2 v3

The uniform redesign was about more than giving our athletes a fresh look. It introduced our new colours to the netball world and was a way for the club to strategically create cohesion across all divisions. We carefully designed a new range of uniforms that were connected enough to unify the club but different enough to symbolise the athlete’s journey from representative to championship level.

Ariels UNIFORM2 Mob v4
Ariels Accessories Ariels Accessories

The meaning of the name Ariels had been lost. We put the ariel gazelle at the heart of the brand, symbolising agility, vitality and determination.

EFFECTIVE
feels like THIS


Silver - Best visual identity from the sports and leisure sector

 

the thrills™ have chartered a new course for our sporting organisation. With a new found confidence, direction and visual identity we are well on our way to becoming a destination club.

Julie-Anne Le Nepveu
President Ariels VCNA

What we did:

  • Brand strategy
  • Brand identity
  • Brand positioning
  • Verbal identity
  • Visual Identity