Deep dive, August 2026
Culture that goes 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 renowned for translating the character and heritage of its city into a distinct 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 for PRO’s brand identity. Instead of creating a conventional political brand, we designed a club people could identify with. One that feels rooted, recognizable,
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.
Inspired by football culture, where clubs build their identities around city crests, coats of arms(think shirts, scarves, and flags) we translated these principles into a contemporary identity system for PRO.
Drawing from the heraldry of the Dutch provinces, we created a visual toolkit where colours, symbols, and patterns work as building blocks. A flexible framework that allows everyone to create their own expressions while staying connected to the same heritage, from Amsterdam to Delfzijl.
The thinking extends 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 feeling 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 starts creating a genuine club feeling, participation becomes more than casting a vote. It becomes joining something bigger than yourself.
