Hockey Australia

The challenge

How might we develop an inclusive brand position for one of Australia's most decorated international sports?










The Story

Hockey Australia asked us an important question in their approach to Olympic and Commonwealth Games participation — how might we better position the game of Hockey across Australia?

A positioning that articulated a single-minded narrative, yet flexed across participation levels — from grass-roots through the excellence of high performance as well as remain relevant as new areas of competition are developed.

Central to the positioning was a strong sense of pride and integrity that ran through the sport at all levels including leadership, coaching, excellence and growth — as well as the development of key pillars which would act as foundational aspects to future brand-building.

Our work

Market scanning
Competitive environment review
Brand positioning
Qualitative research
Stakeholder engagement
Stakeholder workshops
Brand positioning strategy
Brand voice

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© Tank Pty Ltd

We are based in Melbourne, Australia, and our work is conducted across our nation and in various cities around the world. We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of the nation we live and work in and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.

Our commitment to Indigenous Australia