WHITELEY MEDICAL
& VICTOR SPORTS

The merger between Victor Sports and Whiteley Medical required a
comprehensive rebranding initiative and a targeted marketing campaign.
This project successfully enhanced brand recognition and optimized the
user experience for their diverse audience. Key elements of the strategy
included the modernization of both retail and wholesale websites, as well
as the redesign of packaging and branding materials.

A multifaceted (360) marketing campaign was developed, featuring
electronic direct mail (EDM), targeted mailers, and radio and television
advertisements. This approach aimed to position Victor prominently
within the sporting community, including partnerships with well-known
sports clubs, engaging local teams, the “Weekend Warriors,” and medical
professionals, as well as national league teams and elite athletes.

The new branding was crafted to be both distinct and direct, effectively
establishing Victor as the preferred supplier in various sectors. As a result,
the rebranding initiative not only strengthened the company's market
presence but also solidified its reputation as a leader in the industry.

SCOPE

ART DIRECTION
BRANDING
PACKAGING
PRODUCTION DESIGN
WEBSITE DESIGN & UPDATES
APAREL & PRODUCT DESIGN
DIGITAL & TV ADVERTISMENTS
EDMS
PHOTOGRAPHY
PUBLICATIONS
COLLATERAL DESIGNS
TEAM MANAGMENT & COLLABERATION
INFRASTRUCTURE BUILDING
ASSEST MANAGEMENT

Sports tape and supplies on a table at an outdoor sports event, with athletes in sports uniforms in the background.

COLLABORATORS

INTERNAL MARKETING TEAM
INTERNAL COPY TEAM
DISTRIBUTORS ASIA, OCEANIC, UK & USA
UK OFFICE & NZ OFFICE

Two boxes of Victor sports club supplies, one labeled 'Pro' in blue and white and the other labeled 'Team' in white and red, stacked on a white surface against a black background.
Four rolls of sports tape in white, blue, pink, and blue colors with labeled brand and specifications.

40% Increase on victor product sales since the launch OF THE new branding, Packaging and marketing campaigns from 2021.

Analysis of 2022 sales revealed the new strategy brought in an additional $350,000 OF revenue.

A pink Sports Club Supplies tube and a white juice box supporting a football team on a red surface.

SPorts & MEDical
Packaging

Your one stop shop

〰️

Your one stop shop 〰️

Assortment of Victor sports tape and bandage products including hand tear, cotton tape, KT tape, foam underwrap, heel and lace pads, and cohesive bandage boxes, arranged on a white surface.

Victor Sports Club Supplies

Medical supply display board with various braces, supports, and orthopedic supports from Whiteley Medical Supplies.

Whiteley Medical Supplies

Open cardboard box labeled 'ESSENCE by 66fit' containing a cork yoga balance pad, with another cork yoga balance pad leaning against the box.
A digital illustration of a green soccer ball with geometric patterns on a white background.
Two peanut cork balls resting on a kraft paper box labeled 'ESSENCE by 66fit' with a transparent window, emphasizing environmentally friendly cork material.
A cork exercise ball and its packaging box labeled "ESSENCE by 66 fit" with the product name, size, and green indicators in the background.

66fit

Box of Victor sports tape with blue and red text and graphics, labeled 'Team K-Tape', 50mm wide and 35m long, featuring a hockey sock graphic.

Rebranded, remade & new dielines created.

Over 300 products
& over 3000 skus.

Design layout for Victor Sports Club Supplies sports tape packaging, displaying branding, product information, and measurements.
Design template for Victor Sports Club Supplies' K-Tape packaging, featuring illustrations of sports shoes, product details, size (50mm x 35m), and branding elements.

Website & Companion App Overhaul

In accordance with the new marketing strategy and re-branding of Victor and Whiteley, I designed and constructed a new website to not only improve user experience and create connectivity between the products but to ensure the target markets were being reached.

The old website was built using outdated Java script, which we updated to Shopify.
A contemporary website was established, which still permitted a connection to their stock system (ABM) for back-end usability. Regular audits and updates of digital assets were performed to ensure data integrity and optimise performance across all platforms.

Clear and efficient e-commerce was established to guide the company in the use and understanding of new tools.

PICK YOUR LEVEL

〰️

PICK YOUR LEVEL 〰️


victorsports.com.au

SEE HERE

Computer screen displaying a sports supplies website with images of athletes and sports equipment.

wmedical.com.au

SEE HERE

Computer monitor displaying multiple online store pages with medical supplies, bandages, tapes, and health products.

66fit.com.au

SEE HERE

Computer monitor displaying multiple overlapping website screens related to sports and fitness, with images of athletes, a rugby game, and online booking forms.

Creating a simpler way to shop, at your one stop shop.

2023 sports club buyer guides from Victorsports featuring action photos of athletes playing various sports, with titles and logo text.

PUBLICATIONS

Mailers and publications were developed for Victor Sports, Whiteley Medical Supplies, and IDM Sports as collateral marketing materials. The content was tailored for medical professionals, featuring an engaging layout and clear, accessible language.

Publications

*

Publications *

Marketing & products brochure sent to schools and
professional sport clubs throughout Australia.

TV & DIGITAL

An essential component of the new marketing strategy was the development of marketing material tailored for TV and digital use. This initiative included the production of digital banners and collateral created for display on sideline TVs and jumbotrons, as well as for radio and TV advertisements. The cohesive design approach ensured that the material not only appealed to fans across various platforms but also integrated seamlessly into the national sporting arena.

The concept and design effectively captured the essence of Australian sport culture, emphasizing hero imagery and employing classic Australian idioms. This combination resonated with audiences, reinforcing the spirit of camaraderie and competition that defines sport in Australia. Leveraging these cultural elements served as a powerful tool to connect with fans and enhance the overall sporting experience on a national stage.

DIGITAL

〰️

DIGITAL 〰️

AFL ad

Field Banner & Broadcast
An on-field banner & broadcast that would be played during the game on both during live TV & radio.

KEEP YOU, WHERE YOU WOULD RATHER BE!

FiBo Trainer

Directed filmed and edited.
A TV and online advertisment for the FiBo TRAINER, an easy to use full-body
workout tool.

TRAIN, PLAY, ENGAGE

subscriber count grew from Less than 1,000, with an open rate below 1%, to over 50,000 subscribers and an impressivE
open rate of 31%.
the click-through purchase rate Improved by a remarkable
increase of 300%.

EDM

〰️

EDM 〰️

Victory Sports Club Supplies poster celebrating the NBL Finals with images of two basketball players, one in a Tasmania jersey and the other in a Sydney jersey, and congratulating the JackJumpers for their inaugural season.

Analysis of 2022 sales revealed the new EDM strategy brought in an additional $200,000 revenue

BRANDING

The merger of Victor Sports and Whiteley Medical required a comprehensive rebranding and an innovative marketing campaign. I successfully enhanced brand recognition while optimizing the user experience of their diverse range of products and services for various target audiences.

Logo for Victor School & Sports Club Supplies featuring the word 'Victor' and a stylized sock illustration.

BUILT TO STAND OUT.

Designed specifically to command attention and to be clearly seen on a sports jersey from a variety of distances, while maintaining legibility.

Assorted rolls of Victor sports tape in blue, pink, and white packaging, along with boxes of Victor sports tape in blue and white packaging on a white surface.
Three men standing on a grass sports field at night, wearing sports uniforms and carrying gear, with a stadium and large electronic scoreboard in the background.
Sports equipment and supplies on a table at a sports stadium, including blue bags, water bottles, and boxes of sports tape, with empty stadium seats and a cloudy sky in the background.
Collection of Victoria sports injury and bandage supplies including adhesive tapes, wraps, pads, and elastic bandages on a white surface.

Sports equipment and supplies on a table set up at a rugby practice field with players warming up in the background.
Whiteley Medical Supplies logo on a dark background.
Logo for Victor School & Sports Club Supplies with stylized text and a trophy icon.
Whiteley Medical Supplies logo with the text and water droplet design.

BRAND RECOGNITION.

Maintaining brand recognition with
long-standing customers, with the intention
to attract new customers.

Minimal, clean geometry that refreshes the
pre-existing logo.

The logo for Whiteley Medical Supplies, featuring the company name in large, blue and gray text.
A graphic showing the letter 'W' in four shades: WMedical Grey, WMedical Blue, Bondi Blue, and Turquoise, each labeled below with their respective color names.

ECO-FRIENDLY.

66fit Essence - eco-friendly cork, biodegradable products.

A partial logo reading 'ESSENCE By 66 fit' with stylized text and the number 66 in red, on a white background.
Person performing resistance band exercise on green turf, wearing black socks with pink toes and striped accents.
Group of women exercising in a gym, one woman is doing a squat with resistance bands while another woman is sitting on the floor and smiling. Gym equipment and mirrors are visible in the background.
A cork yoga block in its packaging. The package has a label that says 'ESSENCE by 66 fit' and 'CORK YOGA BLOCK - ENVIRONMENTALLY FRIENDLY CORK'. The yoga block is partially visible behind the packaging.
A cork massage ball and its packaging box, both branded '66fit', placed on a white surface with a black background.
Two peanut cork massage balls placed on top of a cardboard box labeled 'ESSENCE by 66fit' with a cut-out revealing a cork ball inside, against a black and white background.
Graphical illustration of a green and blue globe with a magnifying glass
Four women in workout attire in a gym, three sitting on mats and one kneeling, with gym equipment such as weights and mirrors in the background.