Rebranding one of Australia’s peak sporting organisations​

Founded in 1986, The Australian Sports Foundation (ASF) is Australia’s peak body for sports philanthropy and has helped thousands of sports clubs, schools and other organisations – as well as elite and aspiring athletes – to raise over $400m for sporting projects and needs. In 2019, ASF set itself a big goal to lift total annual fundraising revenues from $50m to $300m by 2025. We were asked, along with a host of specialist consultants from The Xfactor Collective, to help prepare the organisation for achieving its new ambitions. Our in-depth brand stakeholder research and resulting brand strategy and brand identity system delivered our client a world-class brand, positioning ASF as Australia’s leading organisation on sports philanthropy.