Sport Integrity Australia engaged CRE8IVE to rebrand Play by the Rules, reinvigorating the program’s identity and redeveloping the website to serve as a central, accessible platform that reflects its mission of fairness, inclusion and respect across Australian sport.
Play by the Rules was ready to evolve. The long-respected brand needed a refresh and stronger digital presence to connect with today’s audiences and continue leading the way in promoting safe, fair, and inclusive sport.
We worked closely with stakeholders throughout the rebranding process. By gathering feedback through research, interviews, focus groups, and workshops, the team shaped and tested a new identity that truly reflected what the community cares about. This approach also guided the creation of a new website focused on making it easier to use, more accessible, and more engaging.
The refreshed identity revitalised Play by the Rules – boosting visibility, fostering trust and setting a strong foundation for future engagement. Stakeholders responded positively to the authentic and accessible new look, as well as the user-friendly design of the website, which reinforced the brand’s values and improved the overall experience.
The rebrand and the new website also created momentum for future initiatives, helping Sport Integrity Australia re-engage community clubs, peak sporting bodies and volunteers. With a stronger identity and a renewed sense of purpose, Play by the Rules is better positioned to lead conversations around fairness and inclusion in Australian sport.
