The Sistergood — Designing a digital space for conversations that inspire and empower.

Sport loving girls and young women naturally gravitate towards Brisbane Lions AFLW players. But the team wanted to reach a female audience not usually engaged in sport. New tactics for a new demographic were needed.

The solution? The Sistergood, a new digital experience fostering a special type of pride in the Brisbane Lions AFLW community. The online platform blends articles, videos, and social media content to connect a new generation of female fans with actual AFLW players.

Besides getting a chance to know this Premiership-winning team on a more intimate level, fans can also converse about topics relating to identity, empowerment, and self-expression courtesy of the athletes themselves.


Brisbane Lions Football Club

  • Experience Design
  • Mobile & IoT

Khemistry was proud to field an all-female team of experience designers, content creators, project managers and coders to deliver this exciting project.

Having considered how the target audience consumed content, mobile first design was utilised with a fresh take on the desktop experience. Fun and interesting interaction design presented the team and its world in a unique and engaging way.

We configured a tech stack around DatoCMS and Next.js. These modern web technologies allowed our team to deliver an interactive front-end experience that was as high performance as the team it represents.

The Sistergood was celebrated as an industry-first when it launched in 2021. And it has provided the perfect platform for the team to allow fans all access insights into their lives and stories.

Collaborate. Ideate. Activate.


(07) 3852 5642

Level 5, 144 Montague Road, South Brisbane, QLD 4101


(03) 9243 8145

234 Bank st South Melbourne 3205


(03) 9243 8145

Level 2, 249 Pitt St, Sydney

Khemistry is part of Asia-Pacific-wide marketing and technology group, GrowthOps. Together, we can help your organisation build and launch transformational products, acquire and retain new customers, and boost capability and performance.