Western Sydney Wanderers FC Season 2015/16 Rally Campaign
A call to arms for Western Sydney — turning propaganda into passion.
Industry Sport, Football
Scope Signage, Postcards, Match Day Programmes
Rallying a city behind its club.
A propaganda-inspired campaign for Western Sydney Wanderers FC that transformed Parramatta Stadium into a visual movement — uniting players, fans, and community through bold, illustrated design.
The Challenge
Heading into the 2015/16 A-League season, Western Sydney Wanderers needed a campaign that would unite fans and players under one bold message — rally.
The creative needed to represent pride, strength and community, while transforming Parramatta Stadium into a living, breathing symbol of Western Sydney’s football culture.
The Solution
I designed a complete season identity inspired by historical wartime propaganda posters from America, Russia, and England reimagined through the lens of the Wanderers’ fierce red, black and white palette.
Each player and coach was illustrated in a posterised style, simplifying tones into striking shapes that captured strength and individuality.
Neutral greys were introduced as a sub-palette to create depth while maintaining the club’s core colour identity.
The rally theme carried through every element of the season’s creative:
Postcards: “Pride. Power. West.” — a visual rallying cry capturing the essence of the region and its people.
Stadium Banners: Massive vinyl drop-downs featuring illustrated player portraits wrapped the stadium, bringing the propaganda aesthetic to life.
Matchday Programmes: Each issue showcased a different player across both A-League Men’s and Women’s teams, reinforcing unity and recognition across the club.
The Result
The rally campaign became one of the club’s most distinctive visual identities, instantly recognisable and deeply connected to the club’s culture.
It turned the stadium into a gallery of pride, power and purpose, transforming support into a movement. It supported the team into their third grand final in five seasons.
