Uniting Dutch sport fishing with a new name, tagline and shared voice

The creation of one new organization marks a major step forward for the sector. By bringing the national and six regional bodies together, support for angling clubs becomes clearer and more effective. All knowledge, expertise and services are combined at national level, while regional offices remain in place and continue to receive direct and personal support.

This unified structure makes it easier to represent anglers in politics and society with a clear voice. It also enables a consistent approach to enforcement and guidance across the country. Whether someone fishes weekly or occasionally, the new organisation helps ensure that everyone can enjoy sport fishing in a responsible and sustainable way, now and in the future.

The naming process followed a structured approach. Globrands analysed existing research, the strategic framework, interviews with chairs, management and staff, and the results of an online employee survey. Together with the naming working group and transition team, this led to a clear direction.

The organisation was looking for a name that communicates unity and accessibility and that clearly shows it is the national organisation for sport fishing. A name that marks a fresh start but still feels familiar and trustworthy. The route focused on “Nature” was consciously set aside, since nature can be expressed more effectively in communication and positioning instead of in the name itself. Fantasy names, overly soft names and complex abbreviations were also excluded.

Globrands developed the name Sportvisunie as a clear and strong name for the new national organisation. The name combines ‘sportvis’, the core of what the organisation represents, with ‘unie’, which stands for unity, togetherness and one joint organisation. It immediately tells people who the organisation is and what it does.

Sportvisunie is descriptive and recognisable, yet distinctive within the sector. It brings regional federations and the national body together under one shared name. It signals cooperation, national scope and a role that fits seamlessly within the landscape of Dutch sports organisations.

With a name built on unity and clarity, the tagline brings forward the connection with nature and the deeper meaning of sport fishing. Globrands developed the line “Het is onze natuur” (“It’s in our nature”). This expresses both the natural environment in which the sport takes place and the attitude of care and responsibility that the organisation stands for.

The tagline reinforces the mission: making sure that everyone can fish in a sustainable and responsible way, so that sport fishing remains of value to people, nature and society.

Alongside the name and tagline, Globrands developed a complete verbal system. The core values together, responsible, expert and involved were translated into a clear tone of voice. This tone is accessible and friendly, yet knowledgeable and committed.

These principles were captured in a writing guide, with concrete guidelines and examples. The guide helps everyone in the organisation to communicate in the same way. Whether it concerns national campaigns, regional communications or information for clubs and anglers, Sportvisunie now speaks with one recognisable voice.

With its new name, tagline and verbal identity, Sportvisunie is ready for the next chapter. The organisation is clearer for anglers, stronger for partners and more recognisable to society and politics. The visual identity and new imagery developed by Verve agency give the organisation a fresh and modern appearance that strengthens its national visibility. Together, the verbal and visual identities form a coherent foundation that enables Sportvisunie to protect and develop sustainable sport fishing for current and future generations.