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The Challenge
The creation of a second AFL team in Western Australia in 1994
was a much anticipated and exciting development for the State. At
the time the interim board of the new club was flooded with ideas
for a new name and Guernsey. We were appointed to the task of
developing a name and identity for the new club after it became
clear that our work methodology of developing a clear and unifying
vision and strategy for the new club – before exploring creative
ideas - was necessary.
The Approach
- A process of research and familiarisation with the objectives
and aspirations of the new club
- Interviews with interim board members, community leaders and
local and national opinion formers
- Recommendations that the identity should capture the spirit of
an emergent, national Australian identity – and not be positioned
as an Americanised ‘me too’
- The positioning for the Fremantle Football Club should take
inspiration from, and encapsulate Fremantle’s unique attributes;
its football heritage, its pioneering spirit and the vibrant
cosmopolitan city it had become during the 1990’s
The Outcome/benefits
- The Dockers new identity was heralded as fresh and distinctive
among the other AFL teams.
- The alignment with human values has led to strong loyalty among
members. Membership has remained constant through the times when
the team was not winning.
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