Senior Designer —
COLLINGWOOD FOOTBALL CLUB

A thoughtful presentation from an experienced designer who cares deeply about brand and craft — and a member of the Magpie Army — grateful for the chance to contribute to the Club.

About - mareyming@gmail.com
The Opportunity
Why Collingwood. Why now.

Collingwood Football Club is one of the most iconic sporting brands in Australia, with a strong identity and a clear presence across so many touchpoints. The Senior Graphic Designer role is an exciting opportunity to contribute to a club that values both creativity and consistency in how it presents itself.

I believe this role aligns well with the experience I have gained throughout my career. I have worked across major campaign design, template development and refinement, and supporting junior designers, which has helped me build a balanced mix of creative, practical and collaborative skills. I also have a genuine passion for AFL and really value the energy, history and recognisable brand of the Magpies.

Campaign design

Major campaigns from concept to delivery

Brand leadership

Visual identity evolution and governance

Creative direction

Guiding teams and agencies to excellence

Chapter 1 — Campaign design
Leading campaigns that move people

Major campaign design brings together strategy and craft. Over many years, I have led creative work across membership drives, season launches, sponsorship activations, and premium match-day experiences. I focus on delivering campaigns that connect with fans, support commercial goals, and stand up across every touchpoint.

Campaign design portfolio — key strengths


Membership and match day campaigns

Compelling creative that converts — driving sign-ups through emotionally resonant design across digital, print, and OOH.



Premium and corporate projects

Polished, high-end presentations and collateral for corporate partners, premium hospitality, and board-level communications — where brand credibility is everything.

Digital design
Designing for every screen, every platform

Modern sports brands live on digital. I design natively for web, mobile app, social media, and video — understanding the challenges of each platform and how fans consume content across the ecosystem.


Chapter 2 — Brand stewardship
Guarding and evolving the brand
Brand consistency is non-negotiable

With a large organisation like Collingwood, where many departments, agencies and partners are involved, keeping the brand consistent is very important. I understand that without clear systems in place, it can be easy for the brand to become inconsistent.

I have helped maintain brand consistency by working closely with production managers and marketing teams to turn brand standards into practical tools such as templates, style guides and asset libraries. These tools help teams work more efficiently while keeping their work aligned with the brand.

What brand leadership looks like in practice
Audit & align

Review all departmental outputs against brand standards and identify inconsistencies before they reach the public

Build & document

Develop comprehensive style guides, master templates, and approved asset libraries for all teams

Guide & govern

Provide creative direction to junior designers and external agencies, ensuring every output meets the bar

Visual identity evolution
Evolving an iconic identity

Collingwood’s black-and-white identity is one of the most recognisable in Australian sport. Updating it needs a careful balance — respecting its strong history while making sure it stays fresh and relevant.

My approach to brand development is thoughtful and collaborative. I work closely with leadership to understand where the brand needs to grow, whether that is reaching new audiences, adapting to new platforms or supporting new commercial opportunities. From there, I help shape design solutions that keep the brand strong and recognisable while allowing it to evolve in the right way.

Heritage respect

Honouring what makes the brand iconic while removing what holds it back

System thinking

Templates, typography, colour, and iconography working as a cohesive design system

Future flexibility

Design language that scales across new platforms, formats, and audience touchpoints

Chapter 3 — Agency and team management
Creative direction that gets results
Guiding external agencies

I have built strong experience working with external agencies over the years. I understand the value of a clear brief in setting direction, defining expectations and reducing unnecessary revisions. I manage agency relationships by providing clear communication, structured feedback and careful review, helping ensure the best result from each project.

Developing junior talent

I see supporting junior designers as an important part of a creative lead role. I like to give feedback, share ideas and help build confidence and skills through regular reviews and guidance. Supporting junior team members helps strengthen the whole team and creates a more capable and reliable creative department.

Design library and file management
A well-run studio is a competitive advantage

Great creative work needs a clear and organised system behind it. Good file management, version control and shared resources help a design team work faster, stay consistent and collaborate with confidence.

I help manage design libraries with strong attention to file naming, folder structure, version control and access. This includes PowerPoint templates, social media master files, photography libraries and brand asset folders, all kept organised and maintained to a professional standard for the wider team to use.

Let's build something great together
Ready to lead. Ready to deliver.
Ready to wear the Black and White.

I believe I can bring the creative experience, technical skills and collaborative approach needed for this role. Over the years, I have worked across major campaigns, brand consistency, agency coordination and organised file systems, which has given me a well-rounded understanding of what this position involves.

I’m genuinely excited by the opportunity to contribute to what Collingwood is building and would value the chance to be part of it.