Dutch National TEAM KIT
In 2010, I was challenged to think about the identity and ‘positioning’ of the Dutch National Soccer team. The goal was to conceptually translate 'effective' and ‘lethal’ for the upcoming European Championship.
To project authority and power, I chose a radically different primary colour for the team kit. I made it black. The kit featured a uniquely designed matte black 'razzle-dazzle' pattern used by the military to make objects less visible. To evoke individual talent and team spirit, each shirt sported a unique pattern that became a part of a larger pattern when lined up with the other shirts.
The jersey was all orange on the inside to symbolise a ‘heart of Orange’. It’s the official colour of the Dutch Royal Family, the House of Orange. All typography was based on shadow and sliding movement to represent creative play and bold persistency.