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 game is considered one of the greatest games of AFL in history.