Brand identity and rollout for VAFA umpires association. The VAFUA is the association for umpires within the Victorian Amateur Football Association competition. The association works within the AFL to create a safe and fun environment for umpires and to progress the interests of umpires in general and to promote umpiring as a key part of the football landscape.
The brand creation reflected this engaging and approachable personality, then key to this was the call to action publication used to attract new recruits. The publication provided a valuable tool to help attract umpires and served to give a fresh slant on the association, increasing applicant rates by 35%.