Brisbane Broncos

Kicking goals off the field with the Brisbane Broncos

Some of the Brisbane Broncos’ biggest wins and Club-defining moments happen off the field, away from cameras and commentators.

The Broncos engaged Aruga to share the stories of the iconic Club’s community initiatives, a powerful body of work that extends far beyond rugby league. These social impact programs focus on mentoring, leadership development, skills training, cultural identity and well-being, and represent some of the most significant contributions that the Club makes off the field.

Our first storytelling initiative packed an emotional and visual punch – a premium-quality, 180-page hardcover coffee table book that combined resonant storytelling with artful presentation.

Every element was considered: from photography and typographic choices to its rich, grounded colour palette to how its important stories were told and its impact measured.

The result was a narrative showcase that felt equally like a tribute, a record, and an invitation to support.

Aruga was re-engaged to further support the Club’s community initiatives through powerful storytelling, captivating design, content planning and creation and end-to-end publication management.

We continued to elevate the Club’s social impact storytelling by creating digital features for the Club’s website and producing key publications including annual reports, training materials, stakeholder collateral and Broncos in the Community, a quarterly magazine that shares progress, people and moments of change with stakeholders.

Results

3

Broncos in the Community Annuals

24

website features

4

Broncos in the Community quarterly magazines

3

stakeholder collateral pieces

1

website audit

1

LinkedIn strategy

1

media kit

Deliverables

Coffee Table Book

Designing a 180-page hardcover book combining full-bleed photography, clean layouts and tactile finishes to hero the Club’s community stories and balance facts with feeling to keep stakeholders engaged.

Art Direction

Shaping a visual tone that was warm, grounded and human, blending bold imagery with generous space to let stories breathe.

Content Planning

Ideating and planning an always-on calendar of captivating editorial features and identifying opportunities for enhanced storytelling.

Copywriting

Developing a comprehensive portfolio of written material, fit for purpose and platform, including website, social media, magazine, stakeholder collateral and media materials, and encompassing interviews and editing.

Publication Management

Managing the end-to-end publication process of key storytelling pieces, including project and deadline management, printer liaison, stock and finish selection, distribution and digital file supply.

Design Layouts

Building a flexible magazine template to support regular updates, with repeatable structures and modular content blocks for future growth.

Winning tactics

Aruga nurtured relationships within the Club’s community framework through regular check-ins, attending significant events and following the progress of high achievers and initiatives to unearth incredible storytelling opportunities.

Aruga built coffee table book layouts around large-scale, authentic photography to give real people and moments the space to speak for themselves.

Aruga focused on presenting emotive, human-interest storytelling and polished, clean design that felt elevated but still accessible, striking a tone of quiet pride in the Club’s community achievements.