Rebuild the waning St Kilda membership base through affiliation and pride. By creating a distinct, theatrical persona that the fan base could identify with, we were able to achieve cut-through and strong recall. Locating and embellishing the key personality traits of the fans and the geographical location itself helped reinforce the message.
Stirring up the Tribe.
Membership kit, branded collateral, posters & badging.
Strength through loyalty.