Sydney Flames
Reimagining the Flames - powerfully feminine and built to lead
The Sydney Flames came to TSE with a simple ask: help us reinvigorate the Sydney Flames. The WNBL team had history, but no heat. We overhauled the brand – visually, strategically, and culturally to reflect the ambition of the modern female athlete. Confident. Stylish. Purposeful. Not a copy of the men – but its own force entirely.
The Challenge
The Sydney Flames were stuck. A respected name in women’s basketball, but with little cultural relevance, declining fan interest, and a visual identity that hadn’t kept pace with the game or the women playing it.
The opportunity was bigger than a refresh. It was a chance to reposition the Flames as a bold, culturally relevant brand that could connect with a new generation of fans and reassert the team’s place at the heart of Sydney sport.
The Approach
We treated the Flames the way we’d treat any top-tier brand: purpose first, style to match.
At the core of the rebrand was a new platform – Bring the Heat. A rallying cry that reflected how the team plays, and who they play for. It spoke to passion, energy, confidence and a refusal to be underestimated.
Unlike most women’s sports brands, the goal wasn’t to copy the men. The identity was designed by women, for women. Grounded in the realities of the modern female athlete. Created to empower, not just emulate.
