West Coast Eagles AFL: Visual Rebrand by Sport Design Australia

Sport Design Australia has teamed up with the West Coast Eagles to deliver a dynamic new visual identity—one built not just for the current season, but for the future direction of the club. This rebrand goes beyond aesthetics, aiming to express the spirit of the Eagles through every detail of their design language.

The mission was clear: create a brand that looks like the way the Eagles play—bold, sharp, and constantly pushing forward. SDA focused on simplifying the visual landscape, eliminating distractions in favor of clarity, motion, and intent.

The updated identity features powerful visual elements that suggest momentum, clean and confident typography to reflect professionalism, and authentic photography to foster a deeper emotional connection with fans. Layered textures add depth and cohesion, helping the brand feel consistent across a wide range of applications—from social media and email campaigns to physical signage and merchandising.

A key innovation of the project is the introduction of a flexible brand system. The rebrand defines three distinct sub-brands—Retail & Events, Community, and Premium Hospitality—each with its own visual expression, yet all unified under the newly reimagined 'Core' identity of the West Coast Eagles. This modular structure gives the club the ability to shift tone and style depending on context, without compromising the integrity of the brand.

Sport Design Australia brings this vision to life with deep industry insight and creative expertise. As a specialist design agency, SDA works exclusively within the sports sector, helping brands strengthen their identities, deepen fan engagement, and grow revenue. With a team of world-class creatives and over four decades of combined experience, they understand the pressures of the sports world—tight deadlines, limited resources, and the constant demand for excellence.

West Coast Eagles AFL: Visual Rebrand by Sport Design Australia

Sport Design Australia has teamed up with the West Coast Eagles to deliver a dynamic new visual identity—one built not just for the current season, but for the future direction of the club. This rebrand goes beyond aesthetics, aiming to express the spirit of the Eagles through every detail of their design language.

The mission was clear: create a brand that looks like the way the Eagles play—bold, sharp, and constantly pushing forward. SDA focused on simplifying the visual landscape, eliminating distractions in favor of clarity, motion, and intent.

The updated identity features powerful visual elements that suggest momentum, clean and confident typography to reflect professionalism, and authentic photography to foster a deeper emotional connection with fans. Layered textures add depth and cohesion, helping the brand feel consistent across a wide range of applications—from social media and email campaigns to physical signage and merchandising.

A key innovation of the project is the introduction of a flexible brand system. The rebrand defines three distinct sub-brands—Retail & Events, Community, and Premium Hospitality—each with its own visual expression, yet all unified under the newly reimagined 'Core' identity of the West Coast Eagles. This modular structure gives the club the ability to shift tone and style depending on context, without compromising the integrity of the brand.

Sport Design Australia brings this vision to life with deep industry insight and creative expertise. As a specialist design agency, SDA works exclusively within the sports sector, helping brands strengthen their identities, deepen fan engagement, and grow revenue. With a team of world-class creatives and over four decades of combined experience, they understand the pressures of the sports world—tight deadlines, limited resources, and the constant demand for excellence.