Sport BSO Nuenen started five years ago with the mission to reshape childcare, putting fun and play at the heart of everything. What began as a small initiative has grown into a bustling after-school organisation where sport, creativity and discovery are part of the daily rhythm. Their approach stood out for its energy and enthusiasm, but their visual identity told a different story.

When choosing childcare, parents look first and foremost for trust and reliability. Sport BSO Nuenen’s previous identity didn’t quite do justice to both. The website felt outdated and generic, and its structure made it difficult for visitors to get a clear sense of the quality and character of the organisation. The energy, fun and professionalism that define Sport BSO Nuenen weren’t coming through. In short, they weren’t showing everything at play.

First, we translated Sport BSO Nuenen’s core values into visual directions and an inspiring stylescape. From there, we explored sketches, iterations and refinements, constantly testing whether the designs stayed true to their message. The new positioning, captured in the slogan BuitenGewoon Plezier, became the anchor and inspiration for both logo and broader branding. Collaboration was key throughout the process. By bringing together different perspectives and stories, we created a design language that feels playful, approachable and trustworthy.

Sport BSO Nuenen’s new logo and visual identity balance professionalism with playfulness and the warmth of a small-scale organisation. Hand-drawn shapes, lively colours and friendly typography reflect fun and freedom, while blue adds a sense of safety and reliability.