All-round digital design, social growth and content strategy for the Royal Dutch Walking Association.
Koninklijke Wandelbond Nederland
Digital Design · Content · Brand · 2025 - 2026
The Koninklijke Wandelbond Nederland is the national organisation behind walking culture in the Netherlands. Over nine months I worked on growing and professionalising the digital presence, covering social media strategy, content production, visual identity, brand collaborations and team development.
Social media was the starting point, but the role quickly grew beyond it.
The focus on @Wandel_nl on Instagram expanded into a broader effort to build a consistent digital presence across channels. This meant developing a content strategy, shaping a visual identity and taking ownership of production and community engagement. Alongside social, I worked on a range of design projects: a new newsletter, branding for the Avond4Daagse, visual identity work and brand collaborations. The events calendar added a welcome real-world dimension, from the iconic 4Daagse Nijmegen to the Avond4Daagse.
Social media and content strategy were at the core of my work, but the scope extended into broader design territory wherever it was needed. I also guided interns and contributed to team culture, helping to set up workflows and a way of working that made the team more effective and connected.
Process
The work was iterative and hands-on. Content was planned, produced and evaluated on an ongoing basis, with visual identity decisions made in close collaboration with the team. Workflows were built from the ground up and refined as the team grew into them. Events were prepared and attended in person, which kept the work grounded in the real world and the community it served.
Results
A stronger brand presence, a growing and more engaged social community and a team with clearer workflows and a better sense of how to work together. The Instagram engagement rate grew from 0.8% to 1.3%, a 62.5% increase over the course of the engagement. The cultural and structural work laid foundations that will last well beyond my time there.
Credits
A collaborative effort with a passionate team at KWbN, spanning content, partnerships, marketing and communications.
Tools used:
Figma (Jam)
Miro
TheyDo
HotJar
Google Analytics