A new era of drive and determination. The West Coast Eagles brand reboot is about setting the record straight and inspiring the members, sponsors and loyal fans to take on whatever comes their way. After a period of intensive user testing and research I was engaged to help develop the West Coast Eagles brand identity. I was involved in a number of early ideation stages of the project which was then rolled out by the in-house team at RARE. After rebranding in 2018, West Coast Eagles went on to secure 
the AFL premiership in a victory against Collingwood FC. 
The match is widely considered one of the greatest games of AFL in history.