Industry
Sport
Services
Visual Identity, Social Media, OOH, Apparel
The initial brief was weekly social posts: team lists, results and club notices. With no recent presence, the club had nothing to build content from, so the work started with a visual identity that incorporated the existing crest. Where most clubs in the district kept their team lists quiet until game day, the Mustangs went the other way, turning every selection into a weekly signal that the club was actively building something different.
The identity was built on the club's namesake. Mustangs run as a herd across open country, the strength of each one carried by the group. Noise and texture brought together the dust of the desert and the dirt of the field, while blackletter characters set within sans serif headlines, stretched typography and monospaced details gave the layouts a sense of chaos, contrasted against a subtle grid pattern below. Like rugby league itself, the identity system balanced two competing forces: the structure of a coach's game plan and the unpredictability of the individuals within it. The existing crest stayed at the centre, so the new look read as the same club with more to say.
We started with a new Instagram and Facebook account with only the players following it. Every bit of feedback we got, from players and people outside the club, was about how good our posts looked. We've had a lot of players looking to join us next year just from our socials.
BAILEY TURNER, COACH, SOUTH SYDNEY MUSTANGS
