Deep dive, August 2026
Culture that runs deep
The world’s most iconic clubs are more than sports teams. Clubs like Liverpool are deeply rooted in local history, community and shared values, while Venezia FC has become known for translating the character and heritage of its city into a distinctive visual identity. Their supporters don’t just follow results; they wear the colours, sing the songs and carry the club’s symbols as expressions of belonging. Identity comes before performance.
Heritage as a starting point
That same principle became the foundation of PRO’s brand identity. Instead of a conventional political brand, we designed a club people can identify with: rooted, recognisable
and proudly shared.
At the heart of the identity is the Green Rose, designed not as a logo but as an emblem: a modern crest that members can wear with pride.
Football clubs build their identities around city crests and coats of arms (think shirts, scarves and flags). We translated those principles into a contemporary identity system for PRO.
Drawing on the heraldry of the Dutch provinces, we created a visual toolkit in which colours, symbols and patterns work as building blocks. A flexible framework that lets everyone create their own materials while staying connected to the same heritage, from Amsterdam to Delfzijl.
The thinking goes beyond graphics. Merchandise, campaign materials, flags, stickers and a direct, motivating tone of voice all contribute to the same experience. Just as football clubs create rituals that strengthen loyalty and community, every touchpoint was designed to reinforce a sense of belonging.
Because people don’t fall in love with institutions; they fall in love with cultures they want to be part of. When political branding moves beyond campaigns and creates a genuine club feeling, taking part becomes more than casting a vote. It becomes joining something bigger than yourself.
