About the Project

When we were approached by the 2024 Australian America's Cup challenge organisation, they had recognised that their previous emblem was insufficient to represent Australia on a global stage. The Team Australia challenge had the vision and purpose, but did not have an identity and a story that reflected it. 

We highlighted the critical importance of quality brand iconography in today's competitive marketplace, essential for supporting their inspiring ambition. 

Impactful branding design is a powerful indicator of how Australia positions itself, reflecting our nation’s commitment to excellence, creativity and forward-thinking on the world stage.