The AFL’s new corporate identity was required to reflect how the organisation has matured into a sophisticated and successful corporate entity, yet continue to embody the energy, power and unruly passion of Australian Rules Football.

While working for Futurebrand FHA (then FHA Image Design), syn-rg merged these seemingly contrasting qualities into a cohesive visual identity system.

Strong lines, soft blends and blurred imagery helped to conjure fast-paced movement, with a bold palette of blues and silvers representing the strength and solidity of both the organisation and the game.

Following up an enormously positive response to its work on the new corporate identity system, syn-rg was asked to produce all event material for the 1999 and 2000 AFL Grand Finals.