Perth Wildcats ignite new era with culture-first rebrand via transformation agency Hum

The Perth Wildcats have unveiled a new brand identity that marks more than just a visual refresh, it signals a new era for one of Australia’s most iconic and successful sporting clubs.

Driven by a desire to evolve the brand for a new generation of fans, players and partners, the club engaged independent transformation partner Hum to lead the rebrand. What began as a project quickly became a broader exercise in cultural and commercial alignment, clarifying the club’s values and helping articulate a clear direction for the future.

Mark Arena, Owner and CEO of the Perth Wildcats, said: “The Perth Wildcats aren’t just a basketball team. We’re a red army of passion and pride – so getting this evolution right is really important. This new identity represents the legacy we’ve built and takes a confident step into our club’s future to match the ambition of our players and fans.”

Damiano Di Pietro, Hum Founder, said: “We knew this wasn’t just about updating a logo. This was a pivotal moment for the club; a chance to set a new direction, new tone and align the business from the inside out. The real opportunity was connecting the culture of the brand with its outward expression. We worked closely with the Wildcats team to shape a brand strategy that reflected who they are today and who they’re becoming.”

The rebrand was shaped by insights from an early fan survey and interviews with former and current players. Together, they reinforced the importance of honouring the club’s iconic identity while modernising it for future audiences.

The new identity retains the club’s signature red, paying tribute to the Red Army and their unrivalled passion while introducing an original wildcat icon and wordmark designed to reflect power, purpose and place. Hidden in its fur is the ‘WA’ mark, a nod to the brand’s home state.

Alongside the rebrand, Hum and the Wildcat’s team developed a new apparel system, including home and away uniforms, training tops, media polos, a custom wildcat fur pattern and number system as well as a forthcoming line of premium merchandise. Designed to elevate how the brand shows up off the court as well as on it.

“From the fan insights through to our values and identity, we’re continuing to build a brand that brings the club into alignment. It’s something our players and fans can wear with pride and our organization can stand behind,” says Emma Satinover, Chief Brand Officer.

The rebrand rollout begins this week across all digital channels, merchandise and towards the home court experience later in the year.

Credits
Client
Club Owner and Chief Executive Officer: Mark Arena
Chief Brand Officer: Emma Satinover
Chief Revenue Officer: Sam Fotu
General Manager of Basketball Operations: Danny Mills
Head of Digital Content & Fan Engagement: Tasha Hutchinson
Retail & Licensing Manager: Ashlyn Stuart
Videographer/Editor: Joseph Lacebal
Social Media Coordinator: Amber Thomas
Agency
Founder: Damiano Di Pietro
Lead Designer & Illustrator: Michael Irwin
Director Editor: Josh Dawson
Design Consultant: Jo Cutri