Gold Coast Titans charge into a brand new era

Agency News

Over the last year, we worked in close partnership with the Gold Coast Titans to develop their refreshed logo and brand, strategically aligned with the Club’s future direction.

To signal the team’s transformation, we developed a brand strategy, refreshed logo and brand that encapsulates their energy and ambition — both on and off the field. A completely redesigned logo underpins the refreshed look and feel, delivering a more contemporary visual style that reflects the Titans of today, while also helping to attract a broader cohort of league-loving fans.

As a Gold Coast agency, we took great care in reimagining our home team’s brand, while taking the club on the journey with us. It was an intensive but enjoyable experience involving more than 30 participants over several months of work. The Club’s owners along with key stakeholders including members of the Board, Mal Meninga, Justin Holbrook, the NRL, and the Club’s members and fans were involved.

We identified the heart and soul of the Titan’s brand purpose to inform the redevelopment of its logo, voice and brand style. With a focus on being strong, bold and heroically intimidating, their new mark is intended to invoke fear in opponents and pride for fans. By opting for clean, simple colours and shapes, the logo has been modernised, offering a more contemporary look.

Through the process, Guerrilla took the time to understand the Titans as a whole, the Club's aspirations and what makes us unique. Being from the Gold Coast meant they also understood the region, our members and fans, which was really important. We're excited about the refreshed brand as it reflects our strategic direction and the new generation of Titans.

Dean Madders — Titans, General Manager Marketing, Brand & Digital

 

More than a logo, the Titans have an entirely refreshed identity and narrative for the club going forward — informing how they engage with their members, fans, the local community and partners. Through this, the Titans are aiming to inspire and engage Rugby League fans across the country and from around the world.

Founded in 2007, the Gold Coast Titans are one of the National Rugby League’s youngest clubs. And following a change of ownership in 2017 — as well as an impressive end to the 2021 season, which saw head coach Justin Holbrook lead the team into the finals — they’re looking ready for a bright future.

This refresh will be the first new look in the Club’s relatively short history. However, it’s just another evolution of the sport within the local Gold Coast and Northern Rivers region — with a history that goes back to the game’s foundations over 100 years ago.

View the outcome of the Titan’s brand refresh in our case study.

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