AFL footballer and Indigenous activist Eddie Betts has launched the Eddie Betts Foundation with branding from independent agency TABOO.
The foundation, aiming to improve opportunities and outcomes for Indigenous youth in sport and education, was created by Eddie and Anna Betts.
TABOO took a considered approach in crafting the brand identity, website design and merchandise to capture the spirit, resilience, and ambition of Eddie Betts. The logo artfully incorporates Betts’ initials with the Aboriginal flag and the stitches of the AFL ball.
“I want to express my heartfelt appreciation to the TABOO agency for their unwavering support and dedication in bringing my vision to life," says Eddie Betts.
"They went above and beyond to ensure that every detail of the branding was perfect, reflecting the essence and purpose of the Eddie Betts Foundation.
"Their collaboration has undoubtedly set a new standard in consultative and culturally-safe development, and I am honoured to have had the opportunity to work with such an outstanding team".
Dane Falkström, who led the design at TABOO, says working on the Eddie Betts Foundation was very special.
"I’m very grateful to have contributed in a small way," Falkström says.
"This project was considered and very thoughtful in its approach, which I believe has led to an identity that is up for the journey. It holds many layers of meaning."
TABOO MD James Mackinnon says the team was inspired by Eddie’s remarkable journey and his commitment to creating a better future for Indigenous children and athletes.
"We think the brand work conveys Eddie and Anna’s mission and we’re committed to helping support them as a force for generational change," says Mackinnon.
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