The AFL Cultural Heritage Series celebrates the diverse communities behind all 18 clubs.
Rather than imposing a single aesthetic, I led the creative framework for a co-creation process with Cultural Diversity Ambassadors and players, shaping how personal stories, symbols and references were translated into design.
My role was to define the creative system: extracting meaning from each contribution and directing its translation into a modular visual language that could scale across product, digital, broadcast and stadium environments.
The result was a unified platform, Many Cultures. One Game. where each club could express its own identity within a cohesive league wide system.
Grounded in lived experience, not imposed symbolism, the work felt authentic at an individual level while holding together at scale.