Perth Wildcats

Rebranding a new era

The moment

After 20 years with the same visual identity, the Perth Wildcats brand was due for evolution. The way fans engage with the game has changed. The digital landscape had changed. The club itself was undergoing a significant transition - new leadership, new ideas, and a fresh challenge to reignite connections.

It started with a logo. But it became something more.

The opportunity

Hum recognised that this wasn’t just a design project, but a pivotal moment to listen, realign, and reset. Through a detailed engagement process with fans, current players, and Wildcats legends, we helped shape a new direction: one that honoured the past, addressed the needs of the present, and created a platform for future growth.

What we delivered

A clear brand strategy shaped by fan and player insights
A bold new identity – including an original wildcat icon, custom wordmark, and subtle nod to WA
A full apparel system – uniforms, training gear, staff wear and a custom wildcat fur pattern
A new merchandise line – designed for on and off the court
Refreshed club values – to anchor the culture behind the brand
A visionary business strategy to inspire and guide the club long-term

The result

This wasn’t just a rebrand. It was a reset, grounded in insight and built for the future. One that brings identity, culture and ambition into alignment, and opens the door to a new chapter of Wildcats basketball.

See the full system
From uniforms (coming soon) to iconography, fur patterns to merchandise – this brand runs deep.

For more of the story behind the rebrand, head to RedArmy.au.