Rare partners with West Coast Eagles for the club’s first visual identity rebrand in 18 years

After eighteen years, and following a rigorous strategic process, the West Coast Eagles have undergone a visual identity rebrand with the help of local agency Rare, who were appointed by the Club after a comprehensive tender process, which included local and interstate agencies and design studios.

West Coast Eagles GM Business Strategy and Growth, Deane Pieters said that Rare’s partnership approach and track record of delivering brands for significant clients and projects including Perth Stadium, Bankwest, Perth Children’s Hospital and the WACA gave the Club great confidence in working with Rare.

“Rare has been our design partner for the rebrand at every step of the way and together we’ve created a brand mark that our members, staff and players will be really excited about.”

Working closely with the Club, Rare ensured there was sufficient rigour around the rebrand, beyond what can be a subjective design process. Market research agency IPSOS were engaged to test multiple visual identity directions with a close-knit group of members, key stakeholders, players, and indigenous representatives.

In line with the research, Rare’s design team embarked on an exhaustive design evolution process led by Design Director, Enrico Bettesworth, in collaboration with illustrator Will Schorer.

The result is a bold and contemporary brand mark, which gives a nod to the West Coast Eagles proud heritage through the use of the typography, while the icon features a more realistic depiction of a Wedge-Tailed Eagle, which represents a competitive instinct, pride and respect. The Wedge-Tailed is also an important totem in Noongar culture.

Rare ECD Brett Wheeler said Rare relished the opportunity to work so closely with key West Coast Eagles stakeholders to develop a brand mark the agency is incredibly proud of.

“The West Coast Eagles were incredibly thorough in the way they engaged stakeholders and members as the brand mark evolved. That gave us great confidence in what we were doing and we’re thrilled with the end result.”

Project team

Client Management and Strategic Direction: Paul Clayton, Simon Stewart, Richard Beards

Design Director/Lead Designer: Enrico Bettesworth

Illustrator: Will Schore

Design Collaborators: Ben Wright, Daniel Elliott

Executive Creative Director: Brett Wheeler