Junior Herd
Macarthur FC
Building a kids’ club brand that connects community, family, and football.
The Challenge
Junior Herd began as a free and paid membership program for young fans, but sign-ups were low. The club needed a clearer value proposition and stronger emotional connection with grassroots players and their families.
Our goal was to reposition Junior Herd as a community-first brand that felt fun, local, and authentic, one that kids could love and parents could trust.
We needed a brand that felt
fun, accessible, and authentic
— one that could speak to kids
and parents alike.
The Objective
To build a vibrant, family-first identity that would:
Reach 10,000 sign-ups
Lift NPS and brand equity for Macarthur FC
Deepen emotional connection between club, families, and young players
Drive a 10% uplift in ticket sales and year-on-year engagement across programs
Increase year-on-year spend across merch, clinics and programs
The Strategy
We began with a brand strategy workshop with the Macarthur FC team to unpack audience insights, values, and ambitions.
The Vision: fun, local, and full of community spirit, never forced or corporate.
Inspired by Minecraft and LEGO, we used a modular creative approach built around the club’s mascot, Arthur the Bull.
Ideation & Creative
The creative phase was all about energy and accessibility.
I explored how to make the Junior Herd brand feel alive by sketching modular, block-style layouts and playful mascots. Arthur the Bull became the star of the brand, connecting kids across all ages.
Key Insight: We wanted something inclusive, fun, and unapologetically local.
The Brand Suite
The logo was designed to be bold, chunky, and kid-aligned. Arthur’s horns became a flexible design motif used across merchandise and patterns.
We built a bright, modular system around Macarthur FC’s core palette, adding an amplified yellow to inject energy and joy.
Deliverables:
Primary logo + secondary lockups
Branded pattern system
Colour palette + typography
Mascot illustration system
The Brand in Action
Junior Herd shows up across every fan touchpoint — from match day to membership packs:
Drawstring bags with bold logo prints
Member cards and lanyards
Match Day Passport and stickers for gamified interaction
Each element reinforces belonging, excitement, and community pride.
The Result
The feedback from Macarthur FC has been incredibly positive. The brand now feels ownable and exciting, not just to kids, but to their parents and local clubs too.
Early results:
Membership growth within the first week of launch
Distinction between free and paid memberships
A stronger emotional connection forming with local fans and families
More detailed outcomes are forthcoming as the campaign rolls out during the season.
The Reflection
Designing for an audience spanning ages 5–14 — and their parents — was a creative challenge and a joy. The success came from finding the sweet spot between imagination and trust.
Arthur the Bull gave the brand personality and heart, but it was the process — the right questions, deep collaboration, and clear strategy — that made the work stand out.