Team UQ

As part of The University of Queensland’s endeavours to secure brand identity across all platforms, the 38 sporting clubs were required to come under the one uniform umbrella.

THE PROBLEM: As majority of the sporting clubs have had long standing uniform designs (some over 100 years), their reluctance to come on-board with a new uniform design and let go of the traditional history of their club uniforms was paramount.

THE SOLUTION: As the Crown Jewel of any sporting event the Cheerleading Squad is often seen as the direct to public PR firm of the team, we decided to focus on the role out of the new uniform design with the cheer squad, thus in turn getting all the other teams excited about the new design in action.

With Fashion Design not exactly being at the forefront of my design skill set, I set about first researching the history of cheerleading and the progression of their uniforms throughout history, including the advancements in fabrics and associated technologies.

What better place to start then the sweet land of liberty!!! Cheerleading originated in the United States, and remains predominantly in America, with an estimated 1.5 million participants in all-star cheerleading. The global presentation of cheerleading was led by the 1997 broadcast of ESPN’s International cheerleading competition, and the worldwide release of the 2000 film Bring It On. Due in part to this recent exposure, there are now an estimated 100,000 participants scattered around the globe in Australia, Canada, China, Colombia, Finland, France, Germany, Japan, the Netherlands, New Zealand, and the United Kingdom.

Did I mention, we used Swarovski crystals?

  • Role Designer / Producer

  • For The University of Queensland

  • Date 2016

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QFI Brand Creation