For more than 18 months now our team has been working tirelessly on creating a new brand strategy, visual identity and launch campaign for the Adelaide Football Club.
To call it a passion project would be an understatement.
Beginning with thoughtful and rigorous research including player and fan engagement our brand team crafted a new unifying brand story and statement ‘Made from South Australia’, the concise and public facing expression of the brand.
The new visual identity is a fresh, aggressive, ultra-modern and minimalist design that takes key cues from retro 90s versions of the AFC logo. The refreshed colours, custom typography, new patterns and secondary emblems have all been designed for flexible application across the clubs' new marketing, merchandising and game day experiences.
Bring on season 2025.
#weflyasone
Typeface Design and Brand Visual Identity for @eyrepeninsula 2022 by @fullerbrand
The brand identity for 'Eyre: The Wild Side' is built upon a versatile custom typeface and system featuring 'Gaffa Wild' and 'Gaffa Mild,' drawing inspiration from the rugged, hand-applied signage of the Eyre Peninsula to add a distinctively rugged and raw character. 'Gaffa Wild' boasts an untamed, distressed look with overlapping, tape-like letters, making it ideal for large headlines. 'Gaffa Mild' offers a milder appearance suitable for smaller text. Ligatures allow for personalised letter combinations, enabling councils, towns, and local businesses to create their own distinct type lockups, fostering engagement among local communities and businesses with this distinctive identity.
Winner — AADC 2023 Award for Static Typography.
Winner — 2023 Tourism Industry Council South Australia (TICSA) award for Tourism Marketing and Campaigns
Brand Identity and Packaging Design for Genco Wine Co, 2020 by @seankanedesign
The visual identity and packaging for Genco Wine Co reflect the brand's straightforward, approachable table wine ethos. Drawing inspiration from the unpretentious aesthetics of 70s Australian wine labelling—where design vernacular paid little attention to what was fashionable and relied on what was available, characterised by bootleg fonts, clip art, and overt symbolism—the result is a playful, unassuming, and distinctly Italian-themed identity.
Brand Identity for Morphettville, 2023 by @fullerbrand
For over 140 years, Morphettville, a South Australian icon, has been synonymous with celebration and the energy of horse racing. Now, it is embarking on a transformative $350 million development. Fuller has been tasked with developing a refreshed visual brand identity that honours its rich heritage and captures the energy and excitement of its future.
The centrepiece of the new visual identity is a distinctive ‘M’ logo, symbolising the spirit of horse racing. The brand operates at two levels: the traditional corporate brand, led by racing green to represent the lushness of the racecourse and a sense of nostalgia, complemented by antique gold for a luxurious feel. In contrast, the vibrant and exciting lifestyle brand features vivid jockey colours and pattern tiles inspired by notable trainers, jockeys, and horses associated with Morphettville, adding fun, extravagance, and energy to the identity.
Brand Identity for Morphettville, 2023 by @fullerbrand
For over 140 years, Morphettville, a South Australian icon, has been synonymous with celebration and the energy of horse racing. Now, it is embarking on a transformative $350 million development. Fuller has been tasked with developing a refreshed visual brand identity that honours its rich heritage and captures the energy and excitement of its future.
The centrepiece of the new visual identity is a distinctive ‘M’ logo, symbolising the spirit of horse racing. The brand operates at two levels: the traditional corporate brand, led by racing green to represent the lushness of the racecourse and a sense of nostalgia, complemented by antique gold for a luxurious feel. In contrast, the vibrant and exciting lifestyle brand features vivid jockey colours and pattern tiles inspired by notable trainers, jockeys, and horses associated with Morphettville, adding fun, extravagance, and energy to the identity.
Brand Identity for Savant Energy, 2023 by @fullerbrand
Under new ownership focused on renewable energy, Savant Energy tasked Fuller with refreshing the brand's visual identity to reflect this shift. The updated brand and website, designed to appeal to both business clients and private customers, emphasise simplicity and engagement, aligning with Savant Energy's commitment to sustainable communities.
The revamped logo, an abstract 'S' symbolising energy flow, marks a departure from the traditional blue and white to a sustainable green palette, accented with vibrant neon tones.
