For 7 seasons the AFLW has broken the outdated football stereotypes built by the men’s league. They needed an identity that reflected their modern approach to football. ‘We, The Ready’ mirrors the joy, dynamism and passion of players and supporters alike, creating a modular identity that allows every layout to be as unique as the game and the people in and around it.

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A vibrant colour palette, mixed typeface, choice of a language construct over a singular platform line, dynamic pattern animation and refreshed photography work within our ever-evolving brand, giving the AFLW a platform to thrive.