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SELECTED WORK · BRAND / COMMUNITY / CAMPAIGNS

Level Playing Field.

A fair chance to play.

Creating opportunities for young New Zealanders to take part in sport by removing financial barriers.

A colourful, playful and approachable brand, built around the feeling of belonging. From the original identity to the campaigns and experiences that bring it to life.

MY ROLE Brand creation, evolution and creative leadershipBoard Member and Head of Creative, Marketing and Brand
Original Level Playing Field identity and Transforming lives through sports tagline
Level Playing Field sporting imagery with a team huddle and a collage of young people taking part in different sports
THE BRAND WORLDColour. Connection. A place to belong.

01 / THE BRAND

Sport should be about
getting stuck in.

Not whether you can afford to take part. Level Playing Field works to remove the financial barriers that stand between rangatahi and the opportunity to play.

The brand needed to feel like an invitation. Colourful and playful, with a familiar warmth: the camaraderie after a good game, a summer kick-around, being part of something.

I created the original identity, evolved it and led how it was applied. The look, feel and tone of voice work together to make the kaupapa approachable.

IDENTITY, COLOUR & APPLICATION

One identity.
Plenty of room to play.

The colour palette, recognisable shapes and sporting imagery carry across the brand’s communications.

Original brand palette and examples of the identity across website, social and partnership communications
Original brand system and applications. Open the image to explore the details ↗

02 / OUT IN THE WORLD

A brand people
can get behind.

The work reaches beyond the identity. Campaigns, content, partnerships and communications give people different ways to connect with the kaupapa.

Westfield Local Heroes, Creator Championships and The Port show the range: community storytelling, sporting partnerships and creative that keeps Level Playing Field recognisable while making room for each collaboration.

Westfield Local Heroes, Creator Championships Team Tosi and The Port partnership campaign examples
Community campaigns and partnership creative from the existing portfolio.

03 / TAKING THE BRAND INTO THE ROOM

The Locker Room.

Local legends.
Stories you don’t hear from the sidelines.

An intimate evening of sporting stories and connection. The event brought the Level Playing Field community together, with the creative carrying that sense of camaraderie from the first invitation into the room itself.

Original Locker Room launch campaign featuring a sporting locker, branded shirt and Hear the untold stories behind the game line
Original landscape Locker Room event campaign and ticket creative
The live Locker Room evening with guests, sporting shirts, green lighting and the campaign identity on stage screens
From campaign idea to the room itself.

THE PEOPLE MAKE IT.

Good stories.
Even better company.

A seated speaker shares a story on stage at Locker Room
Two sporting guests share a smile during a Locker Room conversation
Guests laughing and connecting around a table at the event

A selection of original event photographs supplied through Level Playing Field.

04 / THE EVENING, IN MOTION

A little of the
Locker Room feeling.

The supplied event film brings the people, atmosphere and stories together.

Locker Room event film. Use the player controls for sound and playback.

THE WORK, CONNECTED.

More than a look.
A brand people can be part of.

Brand strategy and creation. Identity and tone of voice. Campaigns, partnerships, communications and event creative. A continuing body of work with one purpose: helping more young New Zealanders access sport.

Visit Level Playing Field ↗

SOMETHING TO BUILD?

Let’s make
something of it.

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