client
Doncaster Hockey Club

services
Brand Guidelines
Identity Design
Print Design
Digital Design

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Doncaster Hockey Club is a community sporting club in Melbourne, Australia, established in 1974, with members ranging from juniors to players who have represented Australia at Olympics and World Cup competitions. While the club had a proud and long history, its visual identity was dated and did not reflect its aspirations to be a leading club of choice for junior, intermediate and elite hockey players.

Cordial Creative worked closely with the club board to develop a new brand from start to finish. We commenced by conducting a competitor analysis and a full audit of the previous brand, including a formal survey of club members. The insights gathered were used to understand the significance of the past branding of the club and clarify and confirm the brand values.

We then developed a unique new visual identity including a suite of logos, colours, typography, and image treatment. All elements were designed to function extremely well across diverse media and formats — from large format posters, floor graphics and banners, to embroidered uniforms and the club website.

The final brand was strategically rolled out by engaging brand champions within every area of the organisation, and explaining the thinking behind the design via the club's social media channels.