QRL - Maroons Foundation

Rugby league is deeply loved in Queensland, but the role of the Maroons Foundation wasn’t clearly understood. While support for the game is strong, the impact beyond it - in communities, wellbeing and grassroots programmes - was less visible. Through our Brand DNA process, we worked with the Foundation to define its role more clearly and create a platform that could broaden understanding without losing the emotional connection people already have with the game.

Rather than leaning further into the sport itself, the opportunity was to show what rugby league makes possible. The idea, Beyond the Game, reframes the Foundation as a force for strengthening communities, using the game as a vehicle for connection, resilience and support. From there, we developed the creative platform and campaign direction, shaping how the idea could be expressed across different programmes, partnerships and communications.

The platform comes to life through real examples, from community programmes and facility upgrades to moments of education, inclusion and recovery. The result is a clearer, more compelling role for the Foundation, helping people understand not just what it is, but what it does, and why it matters.