At St Kilda Football Club we understand that truly great organisations have a strong sense of belief in what they do and what they stand for.

Over the past nine months we have conducted a comprehensive project to identify what it is our club stands for and what we need to do to ensure long term success for the Saints.

On this journey we have listened very carefully to the great stories and experiences of many people connected with our club.

We have listened to representatives of many, many groups representing AFL supporters, Saints members, sponsors, coterie groups, celebrity ambassadors, charities, staff, coaches and players (past and present).

We tapped into an eclectic tribe of great people united by their love of the Saints - all with fascinating stories to tell and insights to share.

This identity project was never about arriving at a new logo or unpicking the legacy of the many people who have given so willingly and tirelessly to this club over many years.

Rather, it was about discovering the magic and unlocking the unique story of St Kilda Football Club and what it does, and can, mean to so many.

And we love what we found.

A grounded yet spirited organisation which, when you strip back some layers, still has so much in common with the place where it was born over 140 years ago.

We came to understand what role our footy club plays in our people’s lives.

And we discovered that by combining footy with the spirit of St Kilda our club has the potential to connect people and communities like no other.

This is our flag in the ground. This is How I Want To Be with St Kilda.