Transitioning beloved community organisation Men of League to a more inclusive brand
After 20 years of supporting those in need within the rugby league community, Men of League becomes Family of League. The new brand name and identity now truly reflects and represents all they are, those they support and the invaluable work they do.
“This year alone, the organisation invested over $1.1m in wellbeing initiatives to support the everyday heroes of rugby league. Our new name allows those in the rugby league family to clearly understand that we’re here to support them when they need a helping hand or a shoulder to lean on. Whether you’re a fan, member, donor, partner, or sponsor, there is space at our table for all who love the game of rugby league” Stephen Lowndes, Family of League, CEO.
Family of League is a grassroots community organisation steeped in a history of helping those within the broader rugby league community. For over 20 years, they have provided over 10,000 hours of volunteer care services and $10 million of financial support to those in need.
First established as Men of League by rugby league greats Ron Coote, Jim Hall and Max Brown in 2002, Family of League continues to embody teamwork, determination and a deep love for the game. They exist to ensure those most in need in the rugby league community can access financial, social and emotional support. The foundation is the charitable heart of rugby league, proudly caring for the everyday heroes who keep rugby league thriving at the grassroots.
After extensive research and community engagement, the leadership team knew it was time to transition the name and the brand to something more representative of the people within and supported by the organisation. Tiny Hunter was tasked to develop a more modern and inclusive brand strategy, visual identity and tone of voice. Challenging each element of the past to transform the Family of League brand into a strong, more diverse and vibrant expression of who they are as an organisation. We shifted the foundation away from a 20-year-old brandmark and set a new tone to change how they communicated and engaged key stakeholders.
“While Men of League was the perfect name for our charity in 2002 when male ex-players were the focus of our assistance, Family of League perfectly describes who we help now. We are enormously proud of our heritage and legacy. We recognised the need to evolve to continue that legacy into the future.” Helen Wood Grant, Chair, Family of League.
The brand was relaunched at the end of November to a significant number of stakeholders including the board, volunteer committee members, staff, media and members all crucial to the foundation’s success. Stephen and the team received resoundingly positive feedback and gained, considerable media attention.
Written by: Jacqui Hickman
Published: February 27, 2023