The Society Brand Refresh

The brief

The Australian Cricket Society of Queensland had a logo that undersold and dated the image of the organisation. Our brief was to reinvigorate the organisation’s image and make it more attractive to a younger audience of cricket fans.

Our Creative Process

We started with a new name. The old name was very long, generic and convoluted. We did away with it in favour of ‘The Society’ and then worked to build a brand that whilst having a stylish, classical feel, would also appeal to a younger generation. We ditched the colours in favour of a monochromatic approach, and while keeping some of the cricket iconography, downplayed it so as to reduce complexity. We also added a tagline of ‘Cricket, Community, Charity’ to describe the goals of the organisation.

Words from the client

“Kingfisher were very easy to deal with. They challenged us often to break out of our old ways and to embrace a new direction, always supporting their challenge with strong, brand-based arguments. They’ve revolutionised how The Society looks, and in doing so, the way we think about our marketing as well. We couldn’t be happier.”

- Robert Bailey, President, The Society

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The Society Brand Refresh Before
The Society Brand Refresh After