Working in-house for one of Australia’s most recognised and historic sporting institutions, I was responsible for creating and delivering design solutions across the club’s diverse portfolio of brands, programs and initiatives. This included the AFL and AFLW teams, Carlton IN Business Network, Carlton Respects program, community foundations, First Nations initiatives and broader membership and engagement campaigns. The role required balancing the heritage and identity of one of the country’s oldest sporting clubs with the need to continually engage new audiences across a modern digital landscape. Working across campaigns, events and ongoing brand communications, I developed creative across a wide range of touchpoints including digital, social, print, outdoor, merchandise, motion, video and event environments. Collaborating with internal teams across marketing, commercial, community and football departments, I helped bring the Carlton brand to life through considered, audience-focused design that supported both the club’s on-field ambitions and its broader role within the community.