Sydney Milk Syndicate was launched at the start of the 2022 NRL season as a grassroots supporter brand created to drive active, organised support for Canberra Raiders away games in Sydney. Started by two mates with strong ties to Canberra, the initiative was built around connecting ex-Canberrans and Raiders supporters living in Sydney and creating a visible, unified atmosphere at games. The project was developed as an internal and personal initiative and continues as an ongoing engagement, with the brand still active across social platforms.

The brief was to create the Sydney Milk Syndicate brand and support its launch, with the primary goal of building awareness and early traction within the Raiders supporter community. The scope was intentionally lean, focusing on the creation of a logo and a core banner that could be deployed quickly across social media and in-stadium environments.

I worked as the sole designer on the project, responsible for developing the brand concept, visual identity, and initial rollout, while also supporting the founders in establishing early momentum and visibility for the group.

The approach centred on building a bold, symbolic identity that would resonate strongly with Raiders supporters. The logo concept combined a glass of milk formed as a Viking horn, with the ripple shaped into the Sydney Opera House to represent the group’s Sydney base, all executed in the style of the old-school Raiders branding. The visual direction was intentionally kept lean and aggressive, leaning into green as the dominant colour to maintain a strong connection to the Raiders identity.

The project delivered a core brand identity supported by social media assets and templates that could be used consistently as the community grew. The logo became the central visual anchor across social platforms, providing immediate recognition and cohesion.

The launch of the Sydney Milk Syndicate created early awareness within the Raiders supporter community and established a consistent presence across social channels. Ongoing use of the brand and templates has supported steady growth and continued engagement as the group has expanded its activities around away games.

This project reinforced the value of clear symbolism and consistency when building a brand from the ground up, particularly within a community-driven context. It also highlighted how simple, well-defined systems can support ongoing growth and engagement over time.