AFLPA 2023'
Footy Cards

Client

Role
 

AFL Players

Association

Graphic Designer

Year

Links

Mar 2023

I was briefed to design the 2023 AFLPA footy card series, showcasing over 27 players and their season statistics. The goal was to create a fresh visual look that felt premium, collectible, and distinct from previous years.

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After exploring several directions, I landed on a design system built around an iridescent, metallic-inspired finish paired with a futuristic layout structure. This approach gave the cards a dynamic, high-energy feel while elevating them as display-worthy collector items.

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The final card series was extremely well received, with the client expressing how much they loved the unique aesthetic introduced for the 2023 edition.

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The AFL Players Association is a member-owned organisation that advocates for player rights, welfare, and development, with a key focus on the implementation of the 2023 Collective Bargaining Agreement (CBA) in 2024. Its business model revolves around negotiating player terms with the AFL and clubs, managing player retirement accounts through Equity Trustees (EQT), and supporting player development and well-being through various initiatives and services. Thie revenue raised is used to pay royalties to players.