Image credit Storm Machine, Wikimedia Commons
Coca-Cola - AFL Grand Final Experience
The Coca-Cola AFL Grand Final Experience is an annual corporate hospitality program designed to celebrate Coca-Cola’s partnership with one of Australia’s most iconic sporting events. In 2022, the program returned to full capacity at the Melbourne Cricket Ground (MCG) following pandemic-related disruptions—offering key clients and delegates a multi-day experience of premium match-day access, curated dining, and brand-led activations.
I was engaged as the graphic designer by a marketing agency to help bring the 2022 program to life through clear, high-impact design that aligned with Coca-Cola’s brand experience goals.
A thrilling priviledge to integrate creative branding with Coca-Cola Real Magic™.
I was engaged by a marketing agency contracted to Coca-Cola Europacific Partners. My direct collaboration was with the agency’s project manager, working closely to deliver event-ready design assets in line with Coca-Cola’s visual standards. Coordination also extended to the event production team, ensuring designs were adapted effectively for the MCG suite and associated hospitality spaces.
Image credit Coca-Cola Real Magic™
As the graphic designer for the project, I:
Led the visual development of the event’s creative, using Coca-Cola’s Real Magic™ Design System and Coca-Cola Europacific brand guidelines
Created the event branding logo used across physical and digital assets
Collaborated with the exhibition design supplier to develop signage, motion graphics, wall branding, and fridge decals for Coca-Cola’s 30m² MCG hospitality suite—including a 5m x 6m feature wall
Designed a suite of branded materials: digital invitations, email signatures, letterhead templates, printed itineraries, minibar signage, bottle stand gift cards, transfers signage, seating plans, and event menus
Developed artwork for experiential touchpoints including a wrapped ice cream cart and branded guest T-shirt
Delivered all creative assets within a compressed timeline, coordinating closely with production, digital, and event teams to ensure accurate rollout across venues
The project demanded precision, pace, and adaptability:
Brand Integrity
Coca-Cola’s Real Magic™ Design SystemThe project demanded precision, pace, and adaptability: included extensive assets and strict usage guidelines. The challenge lay in applying these assets to inflexible specifications—particularly in the MCG hospitality suite where large-scale illustrations and photography were used at up to 5m x 6m. These assets were only used in this space, and the pressure to execute them flawlessly was heightened by the nature of the audience—Coca-Cola employees and stakeholders with deep familiarity and loyalty to the brand.
Audience Familiarity
As the event was for Coca-Cola employees and stakeholders, brand recognition and loyalty were high—meaning even the smallest misstep could impact the agency’s reputation and client trust.
Custom Creative for Spatial Transitions
In addition to translating Coca-Cola assets to fit the MCG space, I developed transitional creative between panels—tailoring artwork for specific locations including the welcome wall, cloaking area, and the 'secret room' where cocktails were delivered through a window.
Digital Integration
The creative extended to large-format motion graphics displayed on LED screens during moments when the match was not being broadcast, requiring animated visuals.
Tight Turnarounds
The overall delivery schedule was condensed, requiring creative to be developed, approved, and supplied for production with minimal revision time.
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Event Spaces
Seating Plan
Lobby Activation
Transfers
Dining assets
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hospitality and guest engagement spaces
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Digital Invitation
Email signature
Screen graphics
projections within the MCG event space
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Invitation
Letterhead
Welcome Gift Card
Minibar signage
Venue menus
The 2022 AFL Grand Final marked a return to full capacity at the MCG, drawing a crowd of 100,024—the largest attendance in over 50 years. Coca-Cola’s hospitality suite welcomed over 300 VIPs across the multi-day experience. The creative materials I delivered helped support a cohesive and immersive brand presence, contributing to the event’s polished execution during one of the year’s most visible brand moments.
‘Thanks so much again for your hard work with our project! You were an absolute pleasure to work with and everyone was rapt with the results.’
3 DEGREES MARKETING
Personal
reflection
This was a creatively rich project that deepened my love for event design. Working with Coca-Cola’s Real Magic™ Design System was both inspiring and technically rewarding—a beautiful suite of assets with layered brand considerations that required thoughtful interpretation. It pushed me to balance brand consistency with creativity across physical and digital mediums.
This was also the project where I realised how much I enjoy contributing to high-calibre event experiences—where quality, clarity, and design are deeply respected. In a year where I was rebuilding momentum after maternity leave, this opportunity gave me a welcome sense of confidence in my ability and a glimpse into the calibre of creative work I aspire to continue pursuing.
And as the agency project manager summed it up, the weekend was simply joyful—a reflection of how the experience landed for guests and, happily, for me too.