Client
A-Leagues Rebrand
The A-Leagues stands as Australasia's premier football organisation, unifying professional men's, women's and esports competitions across Australia and New Zealand. Following their 2021 independence from Football Australia, the Australian Professional Leagues has driven an ambitious transformation of the sport's elite competitions. With 13 teams in the Isuzu UTE A-League Men and 12 teams in the Liberty A-League Women, the organisation represents football's evolution from traditional league structures to an inclusive, forward-thinking sporting brand. The A-Leagues positioned itself to expand across new markets while maintaining its status as Australia's most participated sport.
+ PROJECT OVERVIEW
Led the comprehensive brand transformation of the A-Leagues, unifying the men's, women's and esports competitions under one cohesive identity. Working with cross-functional teams of designers, developers and broadcast specialists at R/GA Sydney, we positioned the A-Leagues as a world-class sporting organisation.
The challenge was creating a design system distinctive enough to break sports marketing conventions while remaining coherent across a complex multi-platform implementation. Sports rebrands at this scale succeed or fail in the application. A system that reads well in a brand book but fractures under production pressure across dozens of asset types is not a system at all.
+ WHAT WE DELIVERED
Created an integrated design system for broadcast, digital platforms and merchandising. Delivered cohesive visual elements including out-of-home advertising, social media content and sports merchandise collections across all three competitions. Implemented a unified brand language across all platforms while ensuring design consistency throughout the customer journey, from large-format out-of-home to mobile-first social and broadcast graphics. Managed brand launch on Paramount+ EDM campaigns while maintaining design consistency across all touchpoints.
+ OUTCOME
The rebrand positioned the A-Leagues as a progressive force in Australian sport, driving engagement across digital platforms and traditional media channels. Successfully unified three competitions under one dynamic brand identity while establishing strong visual partnerships with broadcast channels and corporate sponsors. The visual system held across the full implementation, demonstrating that a design system built for flexibility can sustain quality under production volume.
+ MY DELIVERABLES
Rolled out digital design implementation across broadcast assets, digital platforms and print for the A-Leagues rebrand. Created comprehensive visual systems for broadcast graphics, out-of-home campaigns, social media assets and corporate presentations. Developed technical specifications for team uniforms, official vehicle decals and promotional materials. Managed brand launch on Paramount+ while maintaining design consistency across all touchpoints.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
Client
Client
A-Leagues Rebrand
A-Leagues Rebrand
The A-Leagues stands as Australasia's premier football organisation, unifying professional men's, women's and esports competitions across Australia and New Zealand. Following their 2021 independence from Football Australia, the Australian Professional Leagues has driven an ambitious transformation of the sport's elite competitions. With 13 teams in the Isuzu UTE A-League Men and 12 teams in the Liberty A-League Women, the organisation represents football's evolution from traditional league structures to an inclusive, forward-thinking sporting brand. The A-Leagues positioned itself to expand across new markets while maintaining its status as Australia's most participated sport.
+ PROJECT OVERVIEW
Led the comprehensive brand transformation of the A-Leagues, unifying the men's, women's and esports competitions under one cohesive identity. Working with cross-functional teams of designers, developers and broadcast specialists at R/GA Sydney, we positioned the A-Leagues as a world-class sporting organisation.
The challenge was creating a design system distinctive enough to break sports marketing conventions while remaining coherent across a complex multi-platform implementation. Sports rebrands at this scale succeed or fail in the application. A system that reads well in a brand book but fractures under production pressure across dozens of asset types is not a system at all.
+ WHAT WE DELIVERED
Created an integrated design system for broadcast, digital platforms and merchandising. Delivered cohesive visual elements including out-of-home advertising, social media content and sports merchandise collections across all three competitions. Implemented a unified brand language across all platforms while ensuring design consistency throughout the customer journey, from large-format out-of-home to mobile-first social and broadcast graphics. Managed brand launch on Paramount+ EDM campaigns while maintaining design consistency across all touchpoints.
+ OUTCOME
The rebrand positioned the A-Leagues as a progressive force in Australian sport, driving engagement across digital platforms and traditional media channels. Successfully unified three competitions under one dynamic brand identity while establishing strong visual partnerships with broadcast channels and corporate sponsors. The visual system held across the full implementation, demonstrating that a design system built for flexibility can sustain quality under production volume.
+ MY DELIVERABLES
Rolled out digital design implementation across broadcast assets, digital platforms and print for the A-Leagues rebrand. Created comprehensive visual systems for broadcast graphics, out-of-home campaigns, social media assets and corporate presentations. Developed technical specifications for team uniforms, official vehicle decals and promotional materials. Managed brand launch on Paramount+ while maintaining design consistency across all touchpoints.
Client
Client
A-Leagues Rebrand
A-Leagues Rebrand
The A-Leagues stands as Australasia's premier football organisation, unifying professional men's, women's and esports competitions across Australia and New Zealand. Following their 2021 independence from Football Australia, the Australian Professional Leagues has driven an ambitious transformation of the sport's elite competitions. With 13 teams in the Isuzu UTE A-League Men and 12 teams in the Liberty A-League Women, the organisation represents football's evolution from traditional league structures to an inclusive, forward-thinking sporting brand. The A-Leagues positioned itself to expand across new markets while maintaining its status as Australia's most participated sport.
+ PROJECT OVERVIEW
Led the comprehensive brand transformation of the A-Leagues, unifying the men's, women's and esports competitions under one cohesive identity. Working with cross-functional teams of designers, developers and broadcast specialists at R/GA Sydney, we positioned the A-Leagues as a world-class sporting organisation.
The challenge was creating a design system distinctive enough to break sports marketing conventions while remaining coherent across a complex multi-platform implementation. Sports rebrands at this scale succeed or fail in the application. A system that reads well in a brand book but fractures under production pressure across dozens of asset types is not a system at all.
+ WHAT WE DELIVERED
Created an integrated design system for broadcast, digital platforms and merchandising. Delivered cohesive visual elements including out-of-home advertising, social media content and sports merchandise collections across all three competitions. Implemented a unified brand language across all platforms while ensuring design consistency throughout the customer journey, from large-format out-of-home to mobile-first social and broadcast graphics. Managed brand launch on Paramount+ EDM campaigns while maintaining design consistency across all touchpoints.
+ OUTCOME
The rebrand positioned the A-Leagues as a progressive force in Australian sport, driving engagement across digital platforms and traditional media channels. Successfully unified three competitions under one dynamic brand identity while establishing strong visual partnerships with broadcast channels and corporate sponsors. The visual system held across the full implementation, demonstrating that a design system built for flexibility can sustain quality under production volume.
+ MY DELIVERABLES
Rolled out digital design implementation across broadcast assets, digital platforms and print for the A-Leagues rebrand. Created comprehensive visual systems for broadcast graphics, out-of-home campaigns, social media assets and corporate presentations. Developed technical specifications for team uniforms, official vehicle decals and promotional materials. Managed brand launch on Paramount+ while maintaining design consistency across all touchpoints.