Nieuw Marlot

The Challenge

Set within the greenery of The Hague, Nieuw Marlot is a destination where history, sport, and hospitality converge. Following the renovation of the Netherlands’ oldest sports hall — now recognized as a national monument — the organization needed a brand identity that could reflect both its rich heritage and contemporary experience.

The objective was clear: create a visual system capable of balancing tradition with modernity, while establishing consistency across every touchpoint.

The Solution

Working in close collaboration with the Nieuw Marlot team, we developed a brand foundation designed to capture the character of the location and resonate with its diverse audience. This began with a distinctive logo and comprehensive brand guidelines, ensuring clarity and cohesion throughout their communications.

To support day-to-day execution, we expanded the identity into a practical design ecosystem — including social media templates, banners, and email frameworks — enabling the team to maintain a polished and recognizable presence across channels.

Each element was intentionally crafted to reflect the quality of the Nieuw Marlot experience while providing the flexibility needed for future growth.

The Result

Nieuw Marlot now operates with a clear and consistent identity that honors its history while presenting the brand with renewed confidence. The new foundation empowers the team to communicate with greater cohesion, strengthening recognition and elevating the overall guest experience.