AFC Women's Asian Cup

Branding | Art Direction | Motion Design

Challenge

The CommBank Matildas required a cohesive, high impact asset suite designed to anchor their brand identity during a crucial competitive window. The objective was to translate the team’s core cultural values. Relentless energy, competitive vengeance, and national pride. This needed to be integrated into a versatile visual system that reflects their footballing prowess.

Solution

I forged a high contrast visual strategy anchored in raw, textured aesthetics to mirror the team's intensity. By introducing a dark, tactile visual language, I created unified identity across all assets that visually articulated the team's narrative. Reclaiming their competitive spirit and embodying a defiant, unapologetic representation of Australia on the world stage.

Toolkit

The toolkit laid the foundations for the asset suite, ensuring consistency in the modular templates.

Starting XI

A motion template designed for the Digital Content team to populate player line up prior to the match. I overlaid subtle animations in the background to create cinematic tension and increase user dwell time.

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Bespoke Pieces

The asset suite included unique pieces tailored for occasions and milestones. Dramatically curated pieces with environmental composites were designed to engage with fans and build anticipation prior to matches.

World Cup Qualification

I led the creative strategy for the Matildas' 2027 World Cup qualification piece, anchoring the announcement with a hero asset that bridged the milestone to the host nation, Brazil.

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