Grass Stains Guaranteed Campaign
Kids Pathway AFL
A big campaign bringing kids’ AFL programs together with NAB AFL Auskick, NAB AFL Superkick and Junior Footy. One message, multiple programs, all reminding parents how fun footy really is. Think muddy boots, big smiles and kids just loving the game.
It was also important to keep AFL PLAY front and centre as the overarching brand. That balance can be tricky with commercial partners, but subtle touches such as PLAY’s fonts, green footys and our signature PLAY green help bring the brand to life throughout the campaign.
NAB AFL Auskick x AFL Clubs
Lunch Box Designs
Collaborating with an Indigenous artist to repurpose their design and colours across all AFL Clubs for the NAB AFL Auskick lunch boxes, while ensuring the artwork is respected, minimally altered, and aligned with each club’s brand guidelines.
ORIGINAL ARTWORK - BY JED BENNELL
“Kicking goals, creating future stars”
This artwork celebrates how AFL unites children from every state and territory, coming together around the oval to learn, grow, and play the game we all love. It’s a symbol of connection, community, and the future of our game.
Jed Bennell
Noongar-Yamatji / Western Australia
Instagram: @jedb.art
“Kicking goals, creating future stars”
This artwork celebrates how AFL unites children from every state and territory, coming together around the oval to learn, grow, and play the game we all love. It’s a symbol of connection, community, and the future of our game.
Jed Bennell
Noongar-Yamatji / Western Australia
Instagram: @jedb.art
NAB AFL Superkick
Branding & Pattern Design
Superkick is Auskick’s older, cooler sibling. Designed for kids aged 7 to 12, it was created for those who weren’t quite ready for Junior Footy but had outgrown running around with the younger Auskickers. Auskick is tailored primarily for younger kids, so there was a gap in the market—and Superkick was built to fill it.
With this in mind, I needed to brand a program that felt older, edgier and distinctly different from Auskick. Instead of Auskick’s playful and youthful typeface, I introduced a more blocky style, paired with bright neon colours against a dark background. A custom footy graffiti pattern tied it all together, giving Superkick a bold and rebellious edge that kids in this age group could connect with.
Christmas Campaign - Coming Soon