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.

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