Five years ago Brett McAloney brought a vision to life through a Facebook page.
But that soon grew quicker than the avid Crows fan could have imagined.
This week, the Rainbow Crows, which provides a safe space for lesbian, gay, bisexual, transgender, queer or questioning and intersex (LGBTQI) people who support football, celebrates its fifth anniversary.
The milestone is extra special as the group reveals a new logo, which includes six crows representing the colours of the rainbow and the diverse intersections of the rainbow community.
McAloney said he started the Rainbow Crows Facebook group in August 2016, after the first Pride game between St Kilda and Sydney.
The group has now grown from a social media page to hosting events, having just under 100 financial members and being involved in activities around the Club.
“I just did a little bit of investigating, looking around and saw there were a couple of Clubs that had started a Pride group,” Mr McAloney, the group’s president, said.
“I tried to look to see if there was an Adelaide (Crows) one and couldn't find one, so I thought maybe I’ll just start a Facebook page and that’s what I did, just to sort of get some interest.
“It escalated fairly quickly.
“I am very proud of the community we’ve built and very proud of the work we’ve done... advocating with the people in our community to make sure the AFL environment is inclusive and welcoming for everyone.
“I think one of the biggest things is very much what we call our ‘Rainbow Family’ all these people we’ve met along the way who have become really good friends and some we call almost family now.”
McAloney said the new logo was “simple, bold and made a statement”, with a powerful story behind it.
“Our group is called Rainbow Crows, so simply looking at it, it is literally a group of Rainbow Crows,” McAloney said.
“Then there’s a few other things about our journey.
“We wanted to signify that although we’ve only been around for five years, there have always been LGBTQI people around football Clubs and we wanted to make sure we recognise that.
“It’s certainly been an exciting journey (and) we’ll continue to ensure the AFL environment is safe and welcoming for everyone.”
