The brief
The Australian Cricket Society of Queensland had a logo that undersold and dated the image of the organisation. Our brief was to reinvigorate the organisation’s image and make it more attractive to a younger audience of cricket fans.
Our creative process
We started with a new name. The old name was very long, generic and convoluted. We did away with it in favour of ‘The Society’ and then worked to build a brand that whilst having a stylish, classical feel, would also appeal to a younger generation. We ditched the colours in favour of a monochromatic approach, and while keeping some of the cricket iconography, downplayed it so as to reduce complexity. We also added a tagline of ‘Cricket, Community, Charity’ to describe the goals of the organisation.
Words from the client


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