A new era of drive and determination. The West Coast Eagles rebrand strengthened connections with members, sponsors, and fans whilst positioning the club for sustained success. Through intensive user research and early ideation, we developed a brand identity that galvanised support and clarified the club's values. Just months after launch, West Coast Eagles claimed the 2018 AFL premiership in a thrilling victory against Collingwood FC, a match widely celebrated as one of the greatest games in AFL history.