Igniting the Demon Spirit

Heroing the ‘Demon Spirit’ of their fans, the Melbourne Football Club embarked on an internal journey to develop a compelling catch-cry for their supporter base.

My collaboration with the Club involved implementing a new, dynamic look and feel, that showcased the club’s colours while embracing a more premium aesthetic. This creative application extended to various touchpoints, including web assets, social media templates, membership mail-outs, eDM templates, and stadium graphics.

The success of the Demon Spirit campaign was evident, as it seamlessly transitioned into the 2023 membership campaign, becoming a cornerstone of the club’s identity for seasons to come.