Stadium membership has been an important part of the Westpac Stadium experience since the doors were first opened in 2000. With increasing competition including for the sport’s fan’s dollar and the impact of televised sport and home entertainment technology on attendance, the Stadium decided to refresh itsmembership offer to better reflect the requirements of its target markets. Moxie worked with the Stadium’s team to develop names and key messaging for these new products and then designed a visual identity and logo for both that would sit underneath an over-arching membership brand. These needed to fit within the Stadium’s brand family. The resulting product suite met the requirement to achieve a modern but not too contemporary look and feel — a less corporate, warmer and more engaging design with the strong identity that would evoke the feelings of belonging to a valued club.