Veluwe aan Zee

A new name and identity for a familiar place. A rebrand that reconnects people to nature, leisure, and the surprising beauty of the Veluwe’s waterfront.

Strand Nulde and Strand Horst have long been local favorites. Places for families, windsurfers, and wanderers. But their fragmented identity didn’t reflect the area’s full potential.

I worked on the brand strategy, brand story and helped create Veluwe aan Zee. The name captures what makes the place truly special: the unexpected meeting of two worlds. The Veluwe stands for vast forests, purple heathlands, and quiet nature. The “zee” (sea), a nod to the former Zuiderzee, brings openness, energy, and connection to water.

An unexpected match, yet one that resonates deeply. By bringing these contrasts together, the brand tells a story of balance: adventure and relaxation, nature and leisure, land and water. A place that feels familiar, yet full of new possibilities.

Through a new name, visual identity, and wayfinding concept, the area now speaks with one voice. Inviting visitors to rediscover a destination that feels both timeless and new.