Client
KNVB Men’s 2022 World Cup Collection

Service
Storytelling / Art Direction / Color Design / Apparel Graphics

#onsoranje

“The 2022 Dutch home kit is unapologetically orange as a nod to Dutch tradition while also using a fresh design language to emphasize the inclusive and internationally-minded mentality of innovators across Dutch sport and culture. A dancing swirl of Orange Peel and Laser Orange evokes the mane of a lion, the historic symbol of the Low Countries, and represents the fluidity of the Total Football tactical system. On the away kit, rich colors and textures continue to tell the story of culture and football constantly influencing each other in the Netherlands.” - Nike News

During our strategy sessions the founders chose to stay away from a crest that could resemble a police badge or more traditional shield type badge. SFCFC was always clear that they’d be an inclusive team, so I felt a circular shape would best fit the design.