Rookie Me Central needed a distinctive visual identity capable of supporting fast-moving AFL content across editorial, social media, original programming and commercial partnerships. The challenge was to create a system that felt credible within elite sport while still being bold enough to compete in a crowded digital media landscape.

As Head of Brand & Creative Design, I led the visual direction and execution across the Central brand — from major editorial products such as the AFL/AFLW Draft Guide through to campaign creative, social content, podcast identities, trading cards and advertising collateral. My role spanned concept development, design systems, art direction and hands-on production.

I developed a high-impact visual system built around dramatic athlete imagery, bold condensed typography, deep black environments and high-energy colour. The identity was designed to flex across formats without losing recognition, allowing individual content properties to develop their own personalities while remaining part of the wider Central ecosystem.