Coates partnered with the AFL as the brand partner for the AFL Talent League, a competition showcasing the next generation of footy stars.

The challenge was to merge the two corporate brands into a fresh, distinctive identity that stood apart from the elite AFL assets while still feeling at home within the broader AFL ecosystem.

Deliverables included a logo that fit within the AFL’s existing brand partnership architecture, a bold design style applied across all league assets, social style and content, photography direction, and a brand document to wrap it all up.