Gold Coast Titans rebrand via Queensland agency Guerrilla

The Gold Coast Titans have rebranded.

The announcement:

Founded in 2007, the Gold Coast Titans are a young NRL team poised for a bright future after an impressive end to the 2021 season, which saw head coach Justin Holbrook lead the team into the finals.

To signal the team’s transformation, the Titans have worked closely with leading Gold Coast agency, Guerrilla, to develop a refreshed identity and brand that encapsulates their energy and ambition — both on and off the field. A completely redesigned logo underpins the new look and feel, delivering a more contemporary visual style that reflects the Titans of today, while helping to attract a broader cohort of league-loving fans.

Led by Guerrilla’s Brand and Strategy Director, Rob Bare, the branding process involved more than 30 participants over 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.

Through this process, Guerrilla was able to identify 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.

Developing the Titans brand strategy and refreshed identity was an intensive but enjoyable experience. As a Gold Coast-based agency, we took great care in reimagining our home team’s brand, while taking the club on the journey and gaining deep insights to inform the brief. We’re proud of what we’ve accomplished, and hope members, fans and community embrace the change.

Rob Bare — Guerrilla, Brand & Strategy Director

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.

Guerrilla is a full-service agency based in Burleigh Heads, Gold Coast. With over 20 years’ experience, the agency works with well-known local and global brands including BBC Studios, Queensland Airports, NRMA Parks & Resorts, Southern Cross Credit Union, Village Roadshow Theme Parks, Destination Gold Coast, Norco, and Mirvac.

Source: Guerilla media release


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