Creating a new identity for Canberra’s most successful national sporting team which ‘stands up against the world’s best’.
When Coordinate was engaged by The University of Canberra Capitals to redefine their brand – both parties agreed that their current identity did not reflect who they were or what they stood for. The UC Caps are a proud, successful and eight-time WNBL championship winning team, that has trail-blazed women’s sport on a local and national level.
Coordinate first partnered with the UC Caps ahead of the WNBL 2018/2019 season, where we developed a red-hot campaign worthy of Canberra’s most successful national sporting team. But most importantly, we created a brand mantra that was upheld by players, staff, and sponsors alike. One that resonated with the fans and instilled a culture within the franchise – Go Big.
Now, we’ve successfully completed part two of the rebrand by designing an external image worthy of the WNBL’s most successful franchise.
The new logo reflects three major pillars of the UC Caps story – success, history and the city.
The design features a re-worked basketball, represented in a badge, to be more proud and confident.
We’ve said goodbye to the orange and dark blue colouring, with the introduction of gold representing the UC Caps illustrious past, the heroic players and their championship winning team.
The gold also provides the UC Caps with more uniform and apparel options for their brand – a commercial opportunity Coordinate recognised as a key area of improvement early on in the rebranding process.
The design pays homage to the club’s hometown – to which they’ve earned 3 keys to the city and ‘citizen of the year’ – with references to the iconic Canberra skyline, which is further reinforced by the bright Caps blue.
University of Canberra’s Director of Sport Carrie Graf – who spent nearly 15 seasons coaching the UC Capitals and guided them to six WNBL championships – said the new logo sits comfortably amongst basketball’s best.
“It’s about setting that logo that stands up against the world’s best sporting logos and for us, and in our sport, that’s the NBA,” Carrie said.
“Could it sit amongst those comfortably? Absolutely, it could. Will it set the stage for one of the best logos and brands in the WNBL? Absolutely.”
Coordinate developed a new logo suite, uniforms, merchandise, season branding, social media templates and a membership campaign as part of the rebrand.