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The Sistergood

Go Digital worked with the Brisbane Lions AFLW team to design, develop and deploy The Sistergood, a new digital experience addressing topics like identity, female empowerment, sexuality and self expression through team members’ stories.

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About the project

The Sistergood platform blends video with editorial long form content to drive interest in the players and the Brisbane Lions AFLW team.

The Brisbane Lions were a foundation team when the AFLW competition commenced in 2017. In five years of competition, they have played in three Grand Finals and won their first Premiership in 2021.

Brisbane Lions AFC, Head of Digital, Phil Swan said they’ve seen a generation of women and girls find a place for themselves on the football field since the AFLW first launched in 2017.

“We’ve captured the hearts of Queensland’s football loving women, and now our sights are set on engaging young women who might not typically be interested in sport,” Swan said.

“As a Club, we continue to find new avenues to build diverse audiences interested in our team.

“The Sistergood is an industry-first that will help introduce our AFLW players to the next generation of Brisbane Lions members and fans.”

Go Digital created a digital experience to connect with the key audience of 15 to 30 year old women.

The design was mobile first, taking into consideration how the target audience consumes and generates content via websites and social media. A key part of the design and development brief was to load the content using fun and interesting animations.

We used DatoCMS with Next.js as the tech stack for this project. Offering content as a service means no complicated systems to configure, no server maintenance or upkeep, and great security out of the box.

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We are a Human Experience (HX) agency. We create significantly better digital experiences for breakaway companies.
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