Stichting SAM
Sport as a force for change
Stichting SAM is a national movement that uses sport to work towards equality between men and women. Their message is simple: talent should count, not gender. Stichting SAM wants to change this by working together with athletes, sports clubs, and sports events, and hopes to show clear results by 2028.
Challenge
Sport has the power to change lives, yet gender inequality still holds too many people back. That's why Foundation SAM was created: to fight for equality in the world of sport. To power that mission, they needed a visual identity as bold as the cause.
Solution
The visual identity started with a new logo. At its center is one powerful symbol, standing for hope, strength, and inclusivity. From there, we built a brand system that works across every touchpoint. To bring the brand to life, we created an animation video to show how sport can drive equality forward.
Result
Through its presence and message, Foundation SAM is improving the lives of female athletes in the Netherlands and across the globe.
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