Play Project

I designed the brand identity for the Play Project, a national active play initiative created through a partnership between Football Federation Australia and Mondelez International (formerly Kraft Foods). The program introduced "huff and puff" active play to primary school students across Australia, encouraging physical activity and healthy lifestyles through the universal language of football.

The identity needed to balance the energy and joy of childhood play with the credibility required by major corporate and sporting partners. I navigated complex corporate social responsibility requirements from both FFA and Mondelez while creating a brand system that resonated with young audiences, teachers, and organizational stakeholders alike.

Highlights

• National program reaching 86,000+ primary school students across New South Wales and Victoria (2014–2017)
• Partnership between Football Federation Australia and Mondelez International as part of the global "Call for Well Being" initiative
• Part of a broader Mondelez Foundation commitment reaching 115,000+ children and families across 300 Australian schools
• Program ambassadors included professional footballers from Sydney FC and Western Sydney Wanderers FC
• Year-one evaluation confirmed the program successfully changed student behaviour and awareness around physical activity

Key Contributions

• Designed brand identity and visual system for the national program
• Developed comprehensive brand guidelines for scalability across digital and print
• Navigated dual-stakeholder CSR requirements from FFA and Mondelez International
• Created materials adaptable for school environments, events, and digital platforms