AFL PLAY
New third vertical in the AFL Ecosystem
The AFL PLAY branding project was an integral component of the AFL's broader refocus initiative, aimed at streamlining and realigning the organisation's diverse range of brands. Within this PLAY emerged as the third vertical within the AFL Brand, serving as the primary master brand for Game Development.
To elevate the brand and enhance its visual identity, the PLAY branding project incorporated a distinctive colour scheme featuring black and lime. Despite PLAY being a distinct vertical, the branding strategy ensures a seamless connection to the overarching AFL Brand. This is achieved through the implementation of a structured logo and lockup system, maintaining a cohesive visual identity across different AFL brands. Furthermore, the decision to keep fonts consistent reinforces the unity between PLAY and the broader AFL Brand, creating a harmonious and recognizable brand architecture.
