Empowering Identity Through Cultural Design

The Brief

Honouring Heritage Through Design
The Cronulla Sharks set out to celebrate the club’s strong Pasifika ties with the launch of their first-ever 'Tangata Moana' Pasifika jersey. More than just a kit — this was about recognising the players, families, and communities who shape the culture of the game. The brief was clear: honour the story behind the jersey with visuals and content that felt considered, respectful, and proud.

The Approach

Culture in Every Frame
I shaped the visual direction around the artists powerful design. I led the art direction for the photography, ensuring every shot reflected the strength, unity, and resilience woven into the jersey. From there, I built a full suite of digital and social assets to launch and promote the campaign — each piece crafted to not just showcase the jersey, but to tell the story behind it.

The Result

A Moment of Pride
The response was instant and heartfelt. Fans, players, and the broader community embraced the campaign as more than a launch — it was a cultural milestone. The storytelling struck a chord, sparking conversation, connection, and recognition. And for the Sharks, it cemented the club’s place as one that doesn’t just wear culture — it lives it.