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The Fremantle Dockers found themselves in a unique situation. The heritage of Australian Rules Football in the port city dated back over a century, yet in the AFL it was considered a baby. Over 16 seasons, they have built up a fiercely loyal and passionate fan base. But the success of every AFL team depends on the size and growth of its support base. The Fremantle Dockers realised it was time to broaden the brand’s appeal and lure a fresh generation of supporters, corporate sponsors and members to secure the Club’s future.


Herald in a new era of the Dockers, without shedding their heritage or their uniquely Fremantle identity.


A mature and down-to-business rebirth for the club that set the tone for years to come.


  • Brand Positioning

  • Stakeholder Engagement

  • Brand Design

  • Brand Toolkit

  • Communication Design


a bold new era for a club built on tenacity.


Brand Launch Video


As part of an initial brand audit, investigatory research was conducted with supporters and members to review their brand elements. Ultimately, the aim was to create a brand that was bold and timeless, and true to the club and its legions of followers. 

The design is reminiscent of great sporting club symbols that have stood the test of time. The new logo represents the establishment of a symbol that will become synonymous with football in Fremantle and beyond for decades to come.
— Herald Sun News






Initial brand exploration

Initial brand exploration


bold, strong, timeless

Bearing their‘wharfie’ symbol since 1995, the time had come to elevate their brand to a contemporary era. A new monogram, grounded by a deeper, more masculine purple, is both traditional and enduring, signalling the Fremantle Dockers as a down-­to-­business club to be reckoned with.

Home guernsey

Home guernsey

Away guernsey

Away guernsey


Heralding in this new look were the Dockers’ guernseys. The chevrons, based on the anchor symbol presents a strong statement to the rest of the competition.

Block has created new meaning in history and synthesised the club … more closely with an Australian football aesthetic that encompasses heritage, tradition, pride and determination.
— Desktop Magazine

Hundreds of touchpoints set the tone for the launch and ongoing communications; from corporate stationery, catalogues and programmes, through to merchandise and advertising.


The brand is grounded by guidelines that bring together the various logos, corporate brand style, merchandise, as well as community engagement programs. 


The success of Fremantle Dockers’ rebranding is the culmination of three years of holistic organisational and cultural change. The rebranding is a major element of the Club’s future direction, and its unveiling in October 2010 was regarded as an important phase in the Club’s history. In a sense, it signifies the rebirth the Club.

In a short span, Fremantle have adjusted their logo, uniform and song. These changes were justified financially as the club exceeded its merchandise sales projections and joined the league’s top clubs in this category.  /
              Sports Business Insider