Coaching the coaches
Discover how the Australian Institute of Sport used visual storytelling to inspire and communicate their bold vision for their High Performance Coaches.
The Challenge for AIS
The Australian Institute of Sport (AIS) has long been recognised as a world leader in high-performance sports, with a legacy of nurturing Olympic and elite-level athletes. But behind every great athlete is a great coach—and the AIS knew that the future of Australian sport depended on its ability to support and develop the next generation of high-performance coaches.
With a new strategic vision that champions excellence, inclusivity, and innovation, AIS faced the challenge of communicating this direction in a way that was both inspiring and accessible. They wanted to engage a wide audience—from coaches and athletes to sports administrators and the broader community—and show how they were laying the foundations for future success, particularly with the Brisbane 2032 Olympic and Paralympic Games on the horizon.
The question was: how do you distill complex strategy, values, and future ambition into a format that people will not only understand—but remember?
At a Glance
- Project: Elevating Excellence
- Client: Australian Institute of Sport
- Delivered: August 2022
- Duration: 2 months
- Category: Sports, Strategy
Our Approach for AIS
At Sketch Group, we believe in the power of visual storytelling in strategic communication to break down complex ideas and connect emotionally with audiences. Our process starts by deeply understanding the client’s goals, values, and target audience.
For AIS, we knew this wasn’t just about showcasing a program—it was about reinforcing a national narrative of growth, resilience, and aspiration. We collaborated closely with their team to unpack their messaging and determine how best to tell their story with clarity, creativity, and impact.
We drew inspiration from Australia’s proud sporting legacy while keeping a clear focus on the future—especially the road to Brisbane 2032. By combining iconic moments with forward-looking strategy, we aimed to create a visual experience that felt both meaningful and motivational.
Our Solution for AIS
With the story and tone in place, we crafted a hand-drawn sketch-style explainer video—an animated visual narrative that combined illustration, voice-over, music, and sound effects.
The result was a rich, engaging video that celebrated Australian sporting triumphs while highlighting AIS’s commitment to cultivating the next generation of high-performance coaches. It wasn’t just an information piece—it was a rallying cry, a source of inspiration for coaches, athletes, and stakeholders alike.
The video now lives on the AIS website and continues to support their communication efforts. It’s an enduring reminder that when you combine clear messaging with compelling visuals, you don’t just tell people what you do—you show them why it matters.
The Outcome for AIS
The AIS sketch video has proven to be an invaluable communication asset. It successfully distills a strategic vision into an engaging, easy-to-understand format that resonates with diverse audiences. It has helped AIS position itself as not just a champion of athletes, but a visionary leader in coach development and sports innovation.
By transforming complex ideas into a memorable visual story, AIS has strengthened its message, boosted internal alignment, and inspired a generation of coaches to strive for greatness – fully aligned with their coaching development programs.
