PLAY ON
AFL PLAY
To expand AFL PLAY’s reach and engage new audiences—particularly youth females—a vodcast brand was developed that carried the same brand DNA but with a fresh, playful edge. The goal was to maintain a footy connection while amplifying the “PLAY YOUR WAY” positioning, ensuring the vodcast appealed to those interested in more than just football.
For the wordmark, I used AFL PLAY’s brand font Podium to stay true to the master brand. To inject personality and softness, I experimented with font weights, rounded off edges, and rotated/shifted the letters in “PLAY.” The result was a clean, flexible wordmark that felt youthful and playful, while avoiding overt football cues—ensuring the vodcast wouldn’t be mistaken for “just another footy podcast.”
To build energy and reinforce the “PLAY YOUR WAY” message, I created a motion version of the wordmark for use as the vodcast intro. The animated treatment elevated the playful tone and gave the brand a dynamic visual identity across platforms.
Supporting assets included on-screen graphics, YouTube thumbnails, and Spotify artwork. To stay relevant to the audience, I researched design trends popular among youth culture, balancing playfulness with modern, trend-driven aesthetics.
The result is a cohesive, adaptable identity that broadens AFL PLAY’s appeal while staying authentic to its brand foundations.
