ollie allen creative - power house football club

merchandise design

social media graphics

print marketing collateral

sponsorship media wall

photo by ollie allen creative

Power House AFC is a divisional community football club in the Victorian Amateur Football Association (VAFA), located in St Kilda, Melbourne. From November 2023 - December 2025 I was a member of the club committee, and provided volunteer work to serve my local community - including total brand identity creation (including logo refresh), top-selling merchandise design, social media graphics and various print marketing collateral.

merchandise

Throughout my time at Power House, I've designed multiple top-selling merch items, featured below.

piranha merch line

This merch range includes a t-shirt and crewneck (both available in black and white), inspired by the AFL’s ‘Retro Round.’ The design features a ‘heritage tee’ style, incorporating Power House AFC’s lost mascot from the 1990s, the Piranha (originally illustrated by Stu Craven). The iconic graphic is paired with vintage-style warped typography, simple shapes, and the club’s colours, creating a nostalgic and engaging representation of the football club. The design appeals to a broad audience, blending tradition with fun. The St Kilda Pier is subtly featured within a diamond frame, symbolising the club’s strong connection to its St Kilda roots.

women's training singlet (sponsored by reimagined)

stickers + keychain

social media

During my time on the committee (start 2024 - end 2025), I was heavily involved with the club's social media, operating as the Social Coordinator and Lead Graphics Coordinator. Within this role, I have fulfilled photography duties, designed social posts and coordinated social media accounts.

During my time in this role, I crafted consistent and visually pleasing brand collateral which strengthened the clubs visual branding presence. On Instagram, our follower count grew by ~200% (~600-1140) through consistent, strategic posting, powerful visuals, and integration of relatable/on-trend content. Engagement also followed suit, improving drastically.

social media graphics

brand guidelines + logo refresh

At the beginning of my term, I established a clear and easy-to-use visual identity that could be seamlessly used over a variety of touch-points. In May of 2024, I refreshed the heritage crown logo to increase legibility and aid scalability - enabling easier use within a digital context. The crown is protected by the club's constitution (as it relates to other Power House institutions), so the logo adjustments could only affect the logotype. Further, I introduced more variations of the logo to allow for flexible use - including horizontal and circular versions.

2024 basic brand guidelines

print media

Ensuring visual consistency and polish through all club-related docs strengthened the club's brand identity, and presented a trustworthy, professional experience for potential sponsors and recruits.