01
Problem statement
An institution with no voice
Royal Daring Club de Molenbeek, founded in 1922, is one of Brussels’ historic hockey clubs: 19 teams from youth squads to senior sides, around 620 members, a strong local footprint and a promotion to Division Honneur on the horizon. Its communication, sponsor offer and funding materials had not kept up.
How can an amateur club transform scattered communication assets into a coherent, credible, sponsor-ready identity capable of supporting partner acquisition and long-term club development?
Core problem statement · ISA internship report
ContextA
19 teams, from youth squads to senior sides, with a strong local footprint in Molenbeek and a century of heritage.
GapB
No structured visual identity, no sponsorship material beyond a static 3-tier PDF, no institutional LinkedIn presence, no reusable production workflow.
SystemC
Brand guidelines, website, brochure, social templates and an editorial handover designed to work together and to outlast the internship.
Before
- Fragmented visual communication
- No sponsor-ready digital surface
- No structured partner argument
- No reusable production workflow
→
After
- Live bilingual FR/NL sponsor website
- Complete brand guidelines + Canva template system
- Programmatic 9-page PDF brochure
- Reusable social, signage and editorial templates
Strategic angle
Reposition the club as a historic Brussels hockey institution with a clear partner narrative: heritage since 1922, local roots in Molenbeek, youth development, social impact, matchday visibility and business-network value for sponsors.
02
Partner website
From sponsorship deck to conversion website
A bilingual FR/NL website designed as a sponsor acquisition tool: audiences, visibility assets, CSR patronage, Business Club narrative and a direct contact flow in one clear experience. Deployed on Netlify.
FIELD_ASSETSContent architecture
Homepage hero, club figures, “Why Daring”, sponsor visibility formats, partner packages, CSR / youth program, Business Club & network, contact section, existing partner logos.
Live Netlify deployFR/NL structureSponsor funnelCSR patronageBusiness ClubContact flow
Sponsor funnel · each asset has a job
01
Awareness
Social visuals
Make the club visible and recognizable.
02
Credibility
Brand system
Create consistency across every touchpoint.
03
Offer
Website + brochure
Turn sponsor packages into a clear value proposition.
04
Contact
Live deployment
Give prospects a direct path to act.
03
Live web build
AI-augmented delivery
AI-assisted implementation with Claude Code and Codex, directed through product framing, content architecture, visual QA, integration decisions and final delivery. I owned every decision; the tools accelerated execution.
leafy-pavlova-69305b.netlify.app
Built with
Claude Code + Codex
Prompting and iteration, front-end integration, visual QA and Netlify deployment. Content structure and editorial decisions stayed human.
My role
Product directionBrand systemPrompting & iterationFront-end integrationVisual QADeployment
Stack
HTML5CSS3Vanilla JSPythonReportLabNetlifyGitHubClaude CodeCodex
2
Languages
10+
Sections
1
Sponsor funnel
Process
01Strategy
02UX structure
03AI-assisted implementation
04Visual QA
05Netlify deployment
04
Sponsor offer
From a static 3-tier PDF to a 5-tier package
The sponsorship offer was rebuilt from a static three-tier PDF into a five-tier package plus a Youth Pack, each with explicit visibility formats: field assets, jersey placements, LED board, match posters, social placements and a CSR / youth program framing.
LED BOARD
JERSEY
MATCH POSTER
CSR / YOUTHPackages
Gold · Silver · Bronze + 2 tiers · Youth Pack
Storytelling per tier: visibility formats, field assets, jersey assets, LED board, match posters, social media placements, CSR / youth program framing, Business Club access.
Institutional
LinkedIn page & positioning
Creation of the club’s LinkedIn page and a professional positioning for partner outreach.
Partners
22 existing partner logos
Integrated on the website and the brochure as social proof for prospects.
Existing partners
05
Brand guidelines
A system a volunteer can use
Colors, typography, tone, logo usage, visual hierarchy and social media adaptation rules, delivered with a Canva template system across four content formats: matchday, institutional, event, recruitment.
Daring Red
#C8102E
Action & impact
Black
#0D0D0D
Structure
Gold
#C9A84C
Prestige
Off-white
#F4F0E8
Breathing space
Headlines & posters
Playfair Display
High-contrast serif. Bold & Black.
UI & body copy
DM Sans
Geometric sans-serif. Regular, Medium, Bold.
LogoColorsTypographyToneTemplatesSocial adaptation rules
Download full guidelines · PDF06
Continuity system
Editorial handover, built to outlast the internship
A Notion workspace for the club’s volunteers and the next intern: a diagnostic of the starting point, a prescriptive editorial charter, 11 ready-to-use post templates and a live task tracker, exported in Markdown so any AI assistant can reuse it directly.
PLAYBOOK
EDITORIAL CHARTER
POST TYPOLOGY07
Brochure & skills
Nine pages, generated by code
Brochure PDF
9 pages · Python + ReportLab
Generated programmatically. The club can update figures and content without desktop publishing software: edit the data, rerun the script.
9
Pages
PY
ReportLab
AUTO
Updates
Skills mobilized
- Art direction
- Brand identity
- Responsive web design
- Vanilla front-end
- Python PDF (ReportLab)
- Social media strategy
- FR/NL production
- Design system
- Physical signage
- Sponsor storytelling
- Visual QA
- AI-assisted workflow
08
Visual adaptations
Every visual fits the system
The goal: enable a volunteer to produce a new asset without breaking brand consistency. Weekly recaps, matchday stories, playoff posters, merchandising, bilingual camps and physical signage.
Social media · weekend recap — weekly Instagram carousel, every Monday
SLIDE_01
SLIDE_02
SLIDE_03
SLIDE_04Events & match day — playoff posters, real-time stories, merchandising
PLAYOFF POSTER
STORY · MATCH DAY
MERCHANDISINGBilingual FR/NL & templates — each visual exists in French and Dutch
FR
NL
TEMPLATE · PORTRAITClub signage — physical brand communication, every piece bilingual
SIGNAGE_01
SIGNAGE_02
SIGNAGE_03
SIGNAGE_04
TERRAIN · WEMMELSeason 2025-26 · Molenbeek, Brussels · Skills demonstrated: sport sponsorship strategy, amateur club communication, brand identity, web design, front-end development, bilingual FR/NL production, PDF generation, sponsor storytelling, visual QA, social media asset direction, sports marketing.