After a successful collaboration with the Sydney Cricket Ground to design their uniform range in 2018, it made perfect sense for Total Image Group to extend that partnership with Venues NSW and become the uniform providers for both the SCG and the brand new Allianz Stadium just next door. Total Image Group were chosen to design a cohesive uniform range for the staff across both venues ahead of the grand opening of Allianz Stadium, signifying an exciting new era for Australian sporting culture.
Varsity: A New Era
As the designers of the previous SCG uniform, Total Image Group were able to bring their expert knowledge and experience to the design process for the new range. Whilst the uniform for the iconic Sydney Cricket Ground had been inspired by “Heritage”, the new look needed a fresh direction to represent the separate but connected identities of both venues – without losing the elements that had been such great success with the previous uniform.
Inspired by the merging of contemporary and heritage sporting cultures, the result was a modern look that brought together the two worlds of the neighbouring stadiums under the concept of “Varsity”: an iconic and timeless athletic aesthetic. A balanced mix of formal, sport and fashion, it is an ode to stadiums, teams and sporting communities around the world.
The Custom Range
The range consisted of almost entirely custom garments, designed and manufactured by Total Image Group exclusively for Venues
All departments across the two stadiums are untied with a signature varsity jacket. A dark blue that reflects the various sporting codes of NSW, the jacket also features green sleeves and accents as a representation of both the vibrant grass at the centre of the stadiums as well as the heritage of the previous SCG staff uniform, with both the SCG and SFS logos on the chest.
The rest of range consists of role-specific garments for the customer service, security, ground service and maintenance departments, each based on the primarily blue colour palette and with their own nod to the varsity aesthetic.
Customer service have oxford shirts in a contemporary stripe to complement navy trousers, as well as vibrant blue contrast knitwear and a modern-cut sports jacket.
Ground service, maintenance, and security each have their own Rugby-style polo in navy, green and white to be paired with navy pants or shorts for security and khaki cargo pants or shorts for grounds and maintenance, for a comfortable yet classic varsity look.
The range is rounded off with fit-for-purpose headwear and outerwear to protect staff from the elements, including a rain jacket and a bespoke cap and bucket hat with a contrast inner brim and faux-leather patch with the SCG and SFS logos.
To ensure the range could launch in style, Total Image Group coordinated a photoshoot, using staff from the SCG and Allianz stadium to model the uniform.
Against the stunning backdrop of the new, state-of-art Allianz Stadium, the photoshoot showcased the range in brilliant detail, offering high-quality imagery and demonstrating its strength in both design and functionality.
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