A new season of cup football called for a complete rebrand of the TOTO KNVB Cup. As the oldest football competition in the Netherlands, the tournament sought a contemporary visual identity and sonic language that reflected the intensity, excitement, and unpredictability of knockout football. We were proud to help bring that vision to life.
Alongside the new brand identity, we developed a comprehensive broadcast package that met international broadcasting standards, including all on-screen graphics and motion assets required across multiple media channels.
Beyond the core branding, we continued to support the KNVB over two consecutive seasons by delivering a wide range of assets for both hygiene and hero campaigns, strengthening the competition's presence on and off the pitch.
Rather than acting solely as Client Lead and Project Manager, I became an extension of the client's team, coordinating one of the studio's largest and most visible football accounts across two consecutive seasons. Beyond managing planning, budgets, stakeholder communication, and quality control, I ensured campaigns could be delivered at the pace required by a national football competition.
In addition, I produced and art-directed the bumper and leader shoot, translating the new brand identity into a broadcast-ready campaign and overseeing the creative process from concept through final delivery.
Creative Agency: One:Nil
Branding & Art Direction: GraphicHunters
Animation: Eric Post
Music: Major Fifth
Video: Opulence
Perhaps not the most glamorous part of the project, but arguably one of the most important. In close collaboration with ESPN and RCS, we developed a comprehensive live directing kit that enabled broadcast graphics and storytelling to seamlessly adapt to every possible match scenario.
Even unlikely edge cases were considered, such as a goal being scored within the opening seconds of a match, which indeed happened during the 2022/23 season. Thanks to the robustness of the system, the broadcast team was fully prepared without missing a beat.
Throughout the 2022/2023 and 2023/2024 campaigns, creative agencies One:Nil and Studio GraphicHunters served as the driving creative forces behind the ideation and production of all campaign assets. This work spanned campaign branding, social media templates, print materials, on-demand artwork, animation, and CGI, ensuring a cohesive and high-quality visual language across every touchpoint.
