The Lion Richlands
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, Mid Weight 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.