Our players, our game

Formed in 1979, the Rugby League Players’ Association is a member-led organisation that champions the rights, welfare and working conditions of NRL players. The RLPA engage and act on behalf of members seeking advice regarding contracts, employment rights, education, agents and the transition to post-career life.

Rugby League Players Association


A review of the RLPA brand and digital offering revealed a disengaged audience and outlined the need for a more unified approach to communications and marketing. Our new strategic vision for the RLPA involved a refresh of the brand to reflect their core values and to help drive engagement with its members.



The new identity included the introduction of a new tagline ‘Our Players, Our Game’ to push the focus towards members and how best the organisation can serve them. The website is designed to push the concept of dialogue through its multiple social channels in the digital space. This idea of dialogue is well established with the RLPA’s new CRM and digital offering, focussing on sharing content, ideas and values to its internal members.


– Brand audit & strategy
– Identity & art direction
– Stationery & collateral
– Digital strategy
– Responsive website
– Marketing & social media

Changing the conversation

The new brand elements provide a variety of ways to share content in an engaging way – pushing the simple concept of ‘dialogue’ between members and stakeholders.