The Australian Football League launched the last of its themed rounds for the 2003 Premiership Season, declaring Round 19 to recognise the heritage of Australian Rules Football. Following on from the success of earlier themed rounds AFL and the clubs would salute the traditions and history of the game and targeted blockbuster matches, grass roots football and the game's contribution to charity and communities.

There is a very strong demand for high-quality retro gear reflecting an earlier time and for supporters to be able to purchase a range of products featuring team logos from the first days of football. WhiteRhino was commissioned to bring life back to these brands and team logos using archival material as reference.

All material was collated, then each and every logo was remodelled to reflect the retro element the market was requesting. A thorough identity guide and manual was also created for licensees.