The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands
The Lion Richlands

Rebrand Development Pitch

Lions Richlands are arguably the birthplace of football (Soccer) in Queensland.

Lions Richlands have been a long standing client of Energize Design and invited us to be a part of a rebrand pitch for the club. During 2016 – 2017 the club underwent an extensive 12 million dollar refurbishment renovation and as such, wanted to ensure their brand identity reflected the new premium direction of the club. They wanted to embrace their iconic heritage and move forward with vision, investing significantly in developing and unifying the football (Soccer) club and venue as a whole.

Energize Design spent months developing a strategic concept to put forward to the club. The team working on the project consisted of Creative Director David Devey, Senior Graphic Designer Tanya Arndt, Graphic Designer Brendan Wilson, Midweight Graphic and Digital Designer Katelyn Hankinson (me). The four of us were all heavily involved in the initial concept development stage and feedback points throughout the project, however I was the key staff member responsible for executing the project and presentation outcomes under David Devey’s direction.

Months of hard work came to fruition when Energize Design was chosen as the successful agency to move forward with our rebrand concept. During the rebrand process, the formally ‘Lions Richlands’ became ‘The Lion Richlands’, the one and only.

During the rebrand process, considerable time was spent developing the right tagline for the brand. It was important to create a strong link to the club’s football (Soccer) heritage and as such, ‘Heart. Pride. Wonder.’ was born. This iconic phrase encapsulates the true spirit of the game and provides a strong link to the incredible new renovations the venue had just undertaken during the course of the rebrand. Integral to the rebrand’s success was the enthusiasm of The Lion Richlands Marketing Manager, Troy Sorrensen, who pushed boundaries to ensure the brand had every opportunity to become the best it could be. This experience was invaluable to me as a designer, as it gave me the rare opportunity to strip away all preconceived ideas and start from scratch, to build a brand from the ground up.

Website Layout Design

As a part of the The Lion Richlands rebrand project, I was responsible for developing a new website layout that embodied the new brand direction. The layout was designed from scratch and developed closely with the client. Placeholder imagery was used in the first instance and would later be replaced with customised photography and videography elements. The approved design was handed over to The Lion Richlands’ IT partner (Xtreme IT) for the final website build to take place with their developers. Positive feedback was received from both the client and the developers regarding the new website design, which made my day. Included are two ‘flat’ layout mockup examples. View the site live at


Photography was crucial to telling the story of The Lion Richlands. Significant time was spent collating both a library of stock imagery and executing a styled photoshoot complete with videography, to cater for the brand’s specific needs.

Gala Night

To celebrate the launch of The Lion Richlands rebrand and renovation completion, a lavish gala night dinner was held. I received a personal invitation from The Lion Richlands Marketing Manager, Troy Sorrensen, to attend the event — which meant a lot to me as a designer, it was incredible to see everything come together at the club. Included are some photos of the night and the array of entertainment showcased, courtesy of The Lion Richlands Facebook page.

Style Guide

After all elements of The Lion Richlands brand were officially approved, I was responsible for putting together a detailed style guide to document the brand.


Prior to The Lion Richlands rebrand, I was also responsible for working on regular promotional work for the club. This included both dining, gaming and major promotions across a variety of concept directions. Once concept work was approved by the club, I would then roll the artwork out across the required collateral formats and provide finished art as needed.

Energize Design

Creative Director:
David Devey

The Lion Richlands

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