Club NXT — We are NXT – rebranding the Club Brugge Youth Academy

Visual identity Motion Print Interactive

As part of a larger branding exercise for Club Brugge, one of Belgium’s top football teams, Studio Dumbar created a new brand for the Youth Academy. Club Brugge brand architect Ludovic Beun laid the foundations, defining the relationship between the Club’s various teams. The new name, CLUB NXT, reflects the quality of the academy set-up and the aspirations of its young players. The new brand would communicate this attitude across a range of media encompassing a logo, clothing, merchandise, socials, photography and motion graphics.


The challenge: to create an aspirational youth lifestyle brand. The solution: a gritty, distinctly urban tone more in tune with its audience. The identity required a contemporary edge to appeal to young players and fans alike, whilst creating a strong and consistently coherent brand image, especially online.


Working with brand architect Ludovic Beun, stylist Kate Housh and photographer Stig de Block, we defined a look and feel with a fashion/lifestyle edge. The models for photo shoots and videos are all CLUB NXT players; the authenticity of this approach gives the brand a tangible frisson. The CLUB NXT logo is powerful in its simplicity, with two dynamic chevrons meeting to create a distinctive, own-able ‘X’. The typeface – Söhne Breit, designed by Klim Type Foundry – is a key component in the identity, achieving clarity and confidence across all communications.


The new branding succeeds in expressing the energy and dynamism of the academy and its players. Take a look at ‘before and after’ posts on the CLUB NXT Instagram and it is clear to see how effectively the new branding communicates a sense of youth, confidence, and achievement.

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