Sherrin: Brand strategy, brand design


Sherrin is one of Australia’s most treasured and recognised iconic brands. It is the official ball of the AFL and embedded into the culture of AFL football history. Sherrin sponsors over 50 different football leagues across Australia from the AFL to grassroots level football. With the rapid growth of the AFL, Sherrin needed an experienced creative partner to help manage their brand, improve product production efficiency and meet a dramatic increase in digital and print brand applications to cater for consumers, retailers and the AFL.


  • The brand story had evolved on an ad-hoc basis over the years
  • There were few brand assets and resources available with no formal guidelines for the Sherrin brand available
  • The brand was inconsistently displayed across all touch-points including product design and marketing communications
  • The rapid expansion of the AFL also put increased pressure on marketing communications for digital and print
  • AFL programs like Auskick had placed increased pressure on Sherrin to produce larger volumes and more varieties of footballs quicker than ever before
  • Numerous retailers (K-mart, Rebel Sports, Big W, The AFL Store) wanted exclusive Sherrin products for their customers placing more creative demand on producing customised Sherrin product designs ongoing


  • Boldfish was appointed as Sherrin’s local agency and manage all aspects of their brand design and marketing communications.
  • With no brand guidelines available, Boldfish met with management and key stakeholders to gain a better understanding of the brand’s assets, current positioning, history and future brand goals.
  • We began by standardising and mapping the entire Sherrin brand and categorising it into the various divisions including product design, production, apparel, advertising (print & digital), packaging, website, stationery and internal forms.
  • We clarified the brand identity and established clear brand usage guidelines, assets and templates (and numerous other initiatives) to help develop immediate protocols to improve the quality, consistency and productivity of the Sherrin brand.


  • Brand identity design
  • Marketing campaign strategy
  • Brand management
  • Brand mapping / architecture
  • Brand guidelines
  • Website design (& build assets)
  • Digital & print advertisements
  • Digital & print catalogues
  • Print & digital sell sheets
  • Packaging
  • Product design
  • Product stands
  • Pull Up banners
  • POS displays
  • EDMs
  • Email signatures
  • Stationery
  • Corporate signage
  • Posters


“Beyond their considerable creative talent and proven creative and production know-how, Boldfish are reliable, conscientious professionals who always make us look good. They are extremely well organised and simply a pleasure to work with. I would recommend them highly for the exceptional design work and service they continue to deliver for us.”

03 9894 0548