BRAND DESIGN

A SOCIAL IDENTITY
THAT BLEEDS ORANGE

Client: KNVB

Type: Social visual identity

Role: Ideation, brand strategy, Design direction

Background

 

The KNVB (Royal Dutch Football Association) is the sporting body that runs football in The Netherlands-this includes the Men’s and Women’s national teams. It has a fan centric, sub-brand called Ons Oranje, which they invest a lot of resources into, but felt it lacked quality a cohesive visual identity.

Challenge

 

The men and womans football team had social media accounts but lacked visual and narritive consistancy across their channels. The client wanted an identity that addressed this challenge but also captured their pride and passion of the nation. This identity should also encompass all the facets of live games, pre-and post match reviews and off-field content. How do we do that?

 

Solution

 

I believe that any design language of a sports brand should have it’s genesis out the badge. The “Lion” and “Lioness” logos on the badge became a potent symbol to unite fans. It would give instant brand recognition and enormous flexibility in creating a modern and flexible design langauge fit for the social age.

Badge detail

The lion(ness) from the OnsOranje emblem can create exciting and abstract shapes when zoomed in. This cut-out is used to create an interesting interplay of lines
on solids and gradients.
The claw and part of the lion are always visible in the grid.    

Construction

Photography is essential to telling the story of Oranje so we were fortunate to have access to a great image library of the men’s and women’s teams. Our lions and lionesses are heroes and so too the images are heroic, emotional and powerful. The poses players strike in photography, must reflect this.  

Imagery

Photography is essential to telling the story of Oranje so we were fortunate to have access to a great image library of the men’s and women’s teams. Our lions and lionesses are heroes and so too the images are heroic, emotional and powerful. The poses players strike in photography, must reflect this.  

BUILD UP TO MATCH

Promotional assets where created for both organic and paid audiences. They ranged from a hype video to create awareness, zero-click social assets to drive signups and share learnings and insights to again drive interests and sign ups to the event

MISCELLANEOUS

These are execution where the social identity lived offline and out of home 

LET'S COLLABORATE