KAA Gent Brand Strategy

We are one: the brand strategy behind KAA Gent’s unity.

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Brand IdentityBrand Strategy

PROJECT LANGUAGE

NL.

How do you unite fans, players, and stakeholders under one clear identity? That was the challenge when KAA Gent asked us to sharpen their brand strategy. We guided the club through a bold identity brainstorm, resulting in a powerful baseline: “We Are One.” A unifying message, rooted in shared pride and ambition.

 

A Club Baseline that unites

A message fans embrace

The new baseline quickly caught on. KAA Gent extended it into We are one family, a natural (but for us less strong) evolution of a solid brand foundation. It appeared on social media, in the stands, and on every player’s jersey. This case proves how a strong brand strategy not only provides direction but also builds real emotional connection. 

 

COJAK’S

BRAND LIEUTENANTS:

 

Strategy: Filip Bullens
Copy: Bavo Van Landegem, Scriptorij

 

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