The Story of
Avalon
T.S.Z.W.V. Avalon, Tilburg's water polo and swim association, has been a hub for students since 2011. Welcoming all skill levels from Tilburg University, Avans, and Fontys, Avalon offers a space to learn, compete, and connect. Our focus is on growth and technique, but we never forget the Brabant spirit of "gezelligheid"—ensuring that while you're pushing your limits in the water, you're also building lasting friendships and enjoying every moment together.
Logo & Brand Identity
Challenge
Vision
Though T.S.Z.W.V. Avalon is a relatively young association in Tilburg, founded in 2011, it became clear that a rebranding was necessary. The original logo did not adequately reflect the association's attributes and values of excellence and unity.
Avalon faces the unique challenge of representing both swimming and water polo within a single association. While these sports may seem closely related, they differ significantly in terms of skills, movements, and community focus. The rebranding required a delicate balance to ensure that both sports were equally represented, highlighting their distinctiveness while unifying them under a cohesive brand identity.
Impact
The rebranding process quickly centered around the shared attributes of swimming and water polo, particularly the fluid and dynamic movements that define both sports. These commonalities offered a strong foundation for the new design. By focusing on the synergy between the sports—how they both embody precision, power, and grace—the new logo and visual identity successfully captured the essence of Avalon. The result is a brand that not only reflects the dual nature of the association but also strengthens its connection to the values of community, sportsmanship, and the joy of being part of Avalon.
“Fritz is a real professional. Friendly, clear and great at managing different expectations and making sure everyone loves the outcome. I appreciate that he was able to come up with multiple distinct design styles which really showed that he listened.”
Marijn Merkx, Chairman @Avalon
Brand Identity
Social Media
UX Research
AI Expertise
Logo Design
Web Design
UI Strategy
Video