Rebranding one of Australia’s peak sporting organisations​

Australian Sports Foundation

Founded in 1986, The Australian Sports Foundation (ASF) is Australia’s peak body for sports philanthropy and has helped thousands of sports clubs, schools and other organisations – as well as elite and aspiring athletes – to raise over $400m for sporting projects and needs. In 2019, ASF set itself a big goal to lift total annual fundraising revenues from $50m to $300m by 2025. We were asked, along with a host of specialist consultants from The Xfactor Collective, to help prepare the organisation for achieving its new ambitions. Our in-depth brand stakeholder research and resulting brand strategy and brand identity system delivered our client a world-class brand, positioning ASF as Australia’s leading organisation on sports philanthropy.

Brand research

Brand strategy

Brand creative

Style guideline

Key messaging

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This project was part of an integrated and transformative program of work delivered by The Xfactor Collective

ASF logos
ASF branding
ASF diving
ASF collateral
ASF branding
ASF tennis
ASF branding