Brief

Brighton Little Athletics Club wanted to address an attrition of senior athletes (13 YO+) who were becoming disenfranchised from the club due to senior school commitments and a disconnect between the word ‘Little’. As Brighton has no direct path to senior athletics many of these kids were moving onto clubs that did or leaving athletics all together. The Club adopted a revised program specific to older children, coupling revised coaching principles and enhanced interclub competition but wanted to send a clear signal to all athletes that the club was taking a fresh approach.

The Outcome

Jackett created a ‘Sub-brand’ called BLAC. BLAC is an acronym of Brighton Little Athletics Club observing connection to the clubs traditional roots while avoiding the term ‘Little’ altogether. The brand had to be fun, funky and represent the clubs heritage while instilling a fresh approach to modern athletics in Australia. Our aim was to create a brand that all kids and their parents would be proud to wear to track events, but also as wear as casual sporting attire when out in the Bayside community, to create greater club awareness. The logo ties in a modern athletic feel and includes stars and the gold that still remains part of a nearly 50 year tradition.

BLAC has since been embraced by both parents and children alike, the non-compulsory branding attire has also driven a new fund raising revenue stream for the club and enhanced the clubs offering to sponsors. All marketing collateral is now adorned with the BLAC Sub-branding and the clubs major sponsor has their logo adorning BLAC hoodies.