NEC - Branding 25/26 - ROSH Studios

translating the club’s heartbeat into a fearless brand language

Client

N.E.C. Nijmegen

Fields

Sports

Services

Branding
Concepting
Consultancy
Strategy

NEC had a proud story that felt bigger than its brand. Passion showed up on matchdays, yet the depth, the city, and the culture were hiding in plain sight. We stepped in to translate identity into presence. With an intensive deep into who NEC is, what the club stands for, and how it wants to move.

The result is a single, clear promise that threads everything together: “Dat zijn wij.” It ties fan culture, Nijmegen pride, football grit, and everyday warmth into one living idea. Supported by a passionate visual direction that carries it forward.

from Activist poster spirit to practical daily toolkit

We built a campaign-led language that behaves like a wall of rally posters. Bold grids, strong hierarchy, and graphic framing create impact you can sense from across the street. Inspirations include activist poster culture and names like Shepard Fairey, translated into a toolkit the club can use daily. Each layout becomes a stage where elements of NEC perform together and feel alive.

energy meets heritage

We designed a two-part voice. A paired punchy display face for emotion and movement with a classical serif rooted in Nijmegen’s Roman past. The mix creates pace and contrast inside the poster system. Sport energy meets heritage, and both feel at home.

colors inspired from shirts people love across many eras

We treated colour like memory with a fresh coat. The core club tones remain the anchor that fans know by heart. Supporting shades reference retro shirts and add the iconic history to the brand. With retro kits launching alongside the identity, product and palette reinforce each other in the wild.

integrating the heart of the city

The lens became our bridge. City photography by Bart Kouwenberg flows through the compositions, connecting people and places to the club. Nijmegen’s character and iconic landmarks sit beside matchday frames and supporter detail. Images weave into type and layout, sometimes loud, sometimes quiet.

embracing the past

Heritage powers the engine. We sampled archival photos, supporter banners, historical signatures, lyrics from the club song, and classic football elements. These pieces are layered, cropped, and scaled inside the poster system so the past drives the present.