Across the 2022 GOAL Mentoring Program participants had the opportunity to shape the identity of the initiative for years to come.

Established in 2019 in response to the so called ‘African Gang Crisis’, the GOAL program has seen hundreds of African Australian young people from Melbourne’s west paired with AFL and AFLW players and community mentors to build social capital by exploring topics such as ‘what it means to be a leader’, goal setting and connecting to cultures. 

In this year’s edition, participants and their mentors were given a unique opportunity to help design a new logo for the program.

Supported by the Western Bulldogs Graphic Design team, participants started the process by ideating and articulating what the program meant to them, and the values and themes that helped make the program a success.

It was then time to get the textas and pencils out, as participants and mentors sketched out concepts for their new design.

These concepts were then brought to life by the Bulldogs’ Graphic Design, before three options were showcased to the group and put to a vote.

The final design was unveiled for the first time on hoodies and certificates presented to participants and mentors at the program graduation ceremony in October.

Featuring an outline of the African continent with the word ‘GOAL’, the logo is highlighted with a mixture of Western Bulldogs colours and red, green, yellow, brown, and orange – colours prominently used to represent African culture.

Program participant Ekram Hassan Ali said the process provided a chance for reflection, and seeing it unveiled was a special moment for all involved.

“We reflected on what was important to us and the GOAL program, which was all shown in the final design,” said Hassan Ali.

“It was great to see the logo we all designed together on our graduation hoodie which created a memorable moment we all shared, including with our mentors.”

The GOAL Program is made possible thanks to the Western Bulldogs Community Foundation’s Major Partner WorkSafe Victoria, and GOAL Program Support Partner SCI Australia.