CANTERBURY-BANKSTOWN BULLDOGS - 2025 GAME DAY GRAPHICS
90 YEARS
STRONG
SETTING THE STAGE
The Bulldogs set out to create a dedicated stadium graphics package that would elevate their game day experience. With minimal existing visuals and a monochromatic palette, they challenged us to deliver a bold, fan-driven identity that would spark pride in the stands.
BUILDING FROM GROUND ZERO
We were tasked with building a comprehensive in-stadium visual identity from scratch, working with minimal existing assets or guidelines.
The Bulldogs had never previously invested in a dedicated stadium design team, meaning we needed to establish both visual and tonal foundations from the ground up.
The monochromatic colour palette posed an aesthetic challenge, while the Grand Southern Screen (GSS)—an unconventional, uniquely proportioned display—required complex adaptations.
Combined with a tight production timeline and limited creative starting points, this became one of our most demanding briefs of the season.
FORGING THE LOOK
Our approach began with immersion: analysing crowd imagery, match day footage, and team iconography to identify emotional and graphic entry points.
We found a consistent visual throughline in the Bulldogs’ chequered flag, proudly waved by fans on game day, which became our creative nucleus. We deconstructed its form and rhythm, using its geometry to build a visual system of squares, rectangles, and ripple effects that could adapt across all screens. The flag’s cloth movement was recreated in 3D—an ambitious task given the timeline and GSS constraints. Collaboration across our team, with key support from our 3D lead, ensured the design responded natively to the stadium’s unique canvas.
DESIGN THAT ENERGISED THE STADIUM
The final design package turned the Bulldogs’ limited palette into a strength, using bold contrast, spatial depth, and dynamic animation to create a unified visual language rooted in fan culture. The chequered flag became a central device, rippling across screens and amplifying crowd energy.
The result was an immersive stadium experience that felt distinctly “Bulldogs,” earning strong fan praise and aligning with a record-breaking start to the season. While the players delivered on-field, the visuals helped transform the atmosphere.
CANTERBURY-BANKSTOWN BULLDOGS 2025 - BIG SCREEN, GREAT SOUTHERN SCREEN & LED EXECUTION
4/10-12 George Street
Leichhardt, NSW 2040
Australia
• Game day Graphics
• Hype Reels
• Sponsorship activations
• Player Profiles
• Promos
• Broadcast Graphics
• Advertising
Creative Direction
Art Direction
Design
Animation
Live Action Shoots
Editing
Post Production
Audio mixing
In the spirit of reconciliation Light & Fury acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
4/10-12 George Street
Leichhardt, NSW 2040
Australia
In the spirit of reconciliation Light & Fury acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.