Hockey Namur

When positioning a hockey club, you really only have two paths: go competitive and aim for pro divisions, or create a welcoming community vibe where families and hobbyists feel at home.

Hockey Namur had been present on the competitive scene for years. But the club's new generation of players were literally the kids of older members. Meaning, the club had become a family by nature. This created tension. They were stuck between two positions and not fully achieving either one.

But one truth stood out, amidst a natural appeal for recreational players, Hockey Namur had excellent training for future pros. The choice became clear. Stop obsessing over D1 rankings. Instead, own what they do best: top-tier training at all levels combined. They embraced this role, and became comfortable being a fundational step in future professional players' careers, not the destination. That allowed them to remain attractive while nurturing their convivial spirit.

We helped them crystallise this intention in a renewed vision: Together creating the future of hockey. We worked closely with club management to rebuild team synergy and rally everyone around this clear vision.

Then we redesigned their identity. We rooted it in Namur's local spirit whilst giving it a fresh, modern look. The new identity now shows up everywhere: new jerseys, official stationery, social media, and so on.