North Melbourne Football Club
Go the Roo's
Paper Stone Scissors led a full rebrand of the North Melbourne Kangaroos, one of the AFL’s oldest clubs. During a time of internal change and league expansion, the club needed a modern identity that balanced tradition with commercial demands. Given full creative scope, the agency rebuilt the brand from the ground up, starting with in-depth research and stakeholder engagement to define a clear platform for growth in the evolving AFL landscape.
The new Kangaroo mascot drew inspiration from club legend & AFL Hall Of Fame inductee Glenn Archer, with a bold, direct aesthetic reflecting his playing style. The forward-facing ‘Roo symbolised strength, momentum, and taking a head-on approach to challenges. The comprehensive identity was rolled out across all club & industry touchpoints, including playing apparel and supporter gear, as well as a myriad of print and digital applications.
