2021 AMF Campaign – Richmond Football Club

Branding for the Round 18 charity match supporting the Alannah & Madeline Foundation, Richmond Football Club's long-standing charity partner whose mission is keeping children safe from violence.

The Lighting the Darkness campaign now in its third year needed a refresh. Previously dark and moody, this lighter and brighter look and feel was created to represent the club's continued action in this space, allowing members to connect and feel proud of the work done so far—and encourage them to continue helping through donations. 

The colourful shadows imply there is a darkness that has been lit and shows the club isn't afraid to shine a light on tough issues. This was also a chance to introduce the Richmond yellow back in and move towards a more balanced colour palette, highlighting the strong partnership between the two brands.

Copyright Richmond Football Club

Using Format