National Dutch
Athletics
Brand Refresh
The 2025 identity for the Dutch Athletics Championships (NK Atletiek, powered by ASICS). A bold, broadcast-ready system carried consistently from the stadium screen to the start list, the ticket and the kit.
The challenge
National championships often look like governing-body paperwork: functional, but forgettable. The goal was the opposite: a system with the drama of the sport itself, robust enough to run a full championship across broadcast, stadium, social, merchandise and ticketing without ever losing its edge.
So I built a complete identity rather than a single logo: a confident animated mark, a tight colour system, a documented brand book and a set of templates that keep everything coherent in many hands, at speed.
One 2025 system: confident, consistent, and built to scale across the entire championship.
Outcome
A single, scalable identity that proves a design system can be both rigorous and exciting, covering logo, motion, colour, brand guidelines, social, environmental design, merchandise and ticketing from one coherent idea. It's the project I'm proudest of, because it shows the full range of how I think about a brand.