When a big impact
isn’t nearly big enough
The GWS Giants came to Sydney agency, Principals, with a bold ambition. Nothing less than being one of the greatest sporting teams in Australia, and embodying the future of AFL football. All while being located in a geographic area that was hardly interested in AFL at all.
Our challenge was to create that iconoclastic but unifying brand from scratch. Including their name (with the help of a nationwide competition), colors, strip, logo and more.
I was engaged on numerous projects for the Giants — including their launch advertising campaign, launch video, brand manifesto, and even what was to become their game-day comic book — all encouraging the people of Western Sydney to think like Giants.