Our task was twofold – firstly, to create a suite of tiered membership collateral and stadium signage that was instantly recognisable as the WUFC brand and inspire a sense of belonging and loyalty. Secondly, to develop a sub- brand for the Western United Chairman’s Club that inferred a level of exclusivity above WUFC’s general membership options.

Pre-season, The Duck’s Guts designed four membership identities derived from the club logo form which differentiated through the use of colour. These were distributed in the clubs membership packs, in the form of welcome letters and the envelopes which in turn took inspiration from Western United’s away strip. We designed stadium signage, seating maps, wayfinding and promotional posters, and today, remain agile to delivering on club requests for game-specific, event or promotional design assets as required.

High-end yet wholly connected with the Club’s core identity, we designed the Chairman’s Club sub-brand to stand out with luxe embellishments and fine detailing. With an elegant, wireframe variation of the logo; a more sophisticated colour palette; and premium printed collateral using an emerald foil wherever possible, the Chairman’s Club stays true to the brand — with a touch of exclusivity.

Whether a WUWU junior or Chairman’s Club member, through a multi tier approach we were able to create unity across all of WUFC’s visual communication and send a strong message home: Together We Are United.