Football Australia taps Hulsbosch to brand national second tier

Football Australia has officially announced the launch of its national second-tier competition, the Australian Championship, with independent branding and design agency Hulsbosch leading the charge on brand development.

Kicking off in October, the Australian Championship is set to reshape Australian football, creating a crucial bridge between state-based leagues and the A-League Men's pathway. The competition will provide a national platform for clubs, players, and communities to showcase their talent.

Hulsbosch, an award-winning agency, is responsible for shaping the brand identity, including positioning, naming, visual design, and brand guidelines - marking a historic first for any national second-tier competition across Australian football codes.

Client strategy director at Hulsbosch, Carolyn Pitt, said: "The Australian Championship is an exciting proposition that celebrates, on the national stage, the raw talent and vibrant communities that make Australian football unique.

Anchored by the theme of 'Breakthrough', the brand identity reflects the competition’s energy, ambition, and momentum, with a bold design featuring the breakthrough graphic and colours of Championship green and deep steel, symbolising growth, resilience, and unity."

Built on the pillars of competitive integrity, excitement, and commercial appeal, the Australian Championship aims to showcase the authenticity, ambition, and deep community roots of Australian football. This new competition will engage fans nationwide, providing a thrilling platform for clubs while establishing a vital new pathway for the next generation of footballing talent.