At Western Sydney Wanderers FC, the Rally campaign was designed to unite players, fans and community behind a single, powerful idea: rally.
The goal was to transform Parramatta Stadium into a visual movement, using bold illustration and symbolism to reflect pride, strength and collective identity across Western Sydney.
Heading into the 2015/16 A-League season, the Wanderers needed a campaign that would unify the club and its supporters under one unmistakable message.
The creative had to represent pride, resilience and community, while creating a stadium environment that felt powerful, immersive and unmistakably Western Sydney.
I developed a complete season identity inspired by historical wartime propaganda posters from America, Russia and England, reinterpreted through the Wanderers’ red, black and white palette.
Players and coaches were illustrated in a posterised style, reducing tones into bold, graphic shapes that captured strength, character and individuality.
A neutral grey sub-palette added depth while maintaining clarity and consistency across all applications.
The Rally system extended across:
The Rally campaign became one of the club’s most distinctive and recognisable visual identities.
It turned the stadium into a gallery of pride, power and purpose, strengthening emotional connection and transforming supporter energy into a movement.
The season culminated in the Wanderers reaching their third grand final in five seasons, with the Rally campaign firmly embedded in the club’s culture.
Pride. Power. West.
The rallying cry that captured the spirit of the region, the club and its people.
