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A brand that grows from the ground up

Pro-Pitch looks after grass the professional way: football pitches, public green and premium private lawns. They had a clear belief, but no brand yet. We set the direction and made the logo, the brand, the content strategy and the website.

Client
Pro-Pitch, professional grass care
Website
pro-pitch.be
Sector
Sports field and lawn care, Belgium
Period
March to June 2026
Our role
Direction, logo, brand identity, web content strategy, web design, Webflow build
Audiences
Sports clubs, municipalities, private owners, job seekers
Platform
Webflow
Standard
WCAG 2.1 AA, with an accessibility statement
Deliverables
See the full list
Homepage of Pro-Pitch: a close-up of grass with a mower behind it, the headline Professioneel grasbeheer voor sportvelden en premium gazons, two buttons, and a dark green weather block for Antwerp with a five-day forecast.
The Pro-Pitch homepage.

In short

  • Challenge: a company with a strong belief, very different audiences and no brand yet.
  • What we did: the direction, a logo and brand identity, a content strategy for the web, and the website in Webflow.
  • Result: one clear brand and a website that speaks to clubs and municipalities as well as to private owners.

The challenge

Pro-Pitch started from a concern: more and more football clubs switch to artificial grass, because natural grass is getting harder to maintain. Pro-Pitch believes a good natural pitch is more sustainable, healthier and more future-proof. They wanted to show that it can be done, with professional care.

That belief had to reach very different people. A football club and a municipality buy on proof, planning and the long term. A private owner wants a lawn that looks good again. And as a growing company, Pro-Pitch also needed to find people to work with them.

So the brand had to feel professional and expert, but also close and down to earth. And the website had to guide each group to what they need, without making it complicated.

Approach

  1. Direction

    We did: who Pro-Pitch is, what they stand for, who they are for and how they sound. We shared several moodboards, and the client pointed out competitors he liked and what he wanted to do differently. Out of six logo proposals, one clearly stood out, so we built on that.

  2. Logo and brand

    We did: the logo, colours, typography and icons.

  3. Content strategy

    We did: the structure of the site per audience, the key messages, the services in plain words, the FAQ and the calls to action.

  4. Design and build

    We did: the web design and the build in Webflow, mobile first, with the legal pages and an accessibility statement.

  5. Launch

    We did: go-live on pro-pitch.be, followed by an accessibility check and fixes. Live in June 2026. Pro-Pitch sets up its own social media and looks after the site itself.

Logo and brand

The logo is a P made from blades of grass, set in a square with the lines of a pitch. It works small, as an app icon or on a work shirt, and large, on a van or a sign. The lines come from a football pitch, because sports clubs are the main audience.

The Pro-Pitch logo in white on dark green: a P made of grass blades in a square, next to the word Pro-Pitch. Beside it the brand basics: Saira for headings, Inter for body text, and the colours #204837, #EAF2DB, #F8FAEF and white.
Logo, typefaces and colours.
  • One deep green (#204837) for text, buttons and the footer, with a light grass green and an off-white for calm backgrounds.
  • Saira for headings: sturdy and sporty. Inter for body text: easy to read.
  • A set of line icons for the basics of grass care and for every service, from mowing to soil analysis.
  • Strong contrast. The dark green on white reaches 10.3:1, and on the light green 8.9:1, well above the 4.5:1 that WCAG asks.
The services section Onze diensten: light green tiles with a green line icon, a title and one line of text for mowing, aerating, overseeding, fertilising, soil analysis, top dressing, levelling, renovation, scarifying and irrigation, and a button to ask for advice.
Every service gets its own icon and one line of explanation.

Content strategy

We did not start from a list of services. We started from the people who visit, and what each of them needs to decide.

One website, four audiences
WhoWhat they needWhere on the site
Sports clubsA pitch that stays playable all seasonSports fields: maintenance, goal areas, overseeding, aerating
MunicipalitiesSustainable care for public green, planned for yearsMunicipal maintenance, plus analysis and advice
Private ownersA lawn that looks good againLawn renovation, robot mowers, fertilising and advice
Job seekersTo know what the work is like“Werk bij ons”, with open jobs and what makes a good colleague
  • Lead with the belief. “Why Pro-Pitch?” comes first: natural grass is worth it, if you care for it well.
  • The basics in five words. Oxygen, water, nutrition, grass mix and soil quality, each with an icon.
  • Services in plain words. Each card says what it is for, and lists what it includes.
  • One clear next step. “Vraag een terreinanalyse aan”: ask for an analysis of your field, instead of a vague “contact us”.
  • Jargon explained. A FAQ with 33 questions in seven groups, by audience and by topic, from “What is scarifying?” to “What does it cost?”.
The section Waarom Pro-Pitch: the story of why the company started, five icons for oxygen, water, nutrition, grass mix and soil quality, a photo of a tractor on a field, and four short steps of the approach, with the line Minder chemie, meer natuurlijke graskracht.
The belief first, then the basics and the approach.
Three service cards for clubs and municipalities: sports fields, municipal maintenance, and field analysis and advice, each with a photo, a short text, a list of what is included and a button.
Clubs and municipalities get their own section.
Three service cards for private owners: lawn renovation, robot mowers, and fertilising and advice, each with a photo, a short text, a list and a button.
And so do private owners.
The careers section: the question Hou je van buiten werken, vakmanschap en zichtbaar resultaat, a list of five open jobs that open one by one, and three cards on what makes a good colleague.
Working at Pro-Pitch, on the same page.

The website

A one-page homepage with an anchor menu for each audience, plus a full FAQ page and the legal pages. Built in Webflow, so the team can add jobs and update texts themselves.

  • Weather on the homepage. A weather block for Antwerp with a five-day forecast: for grass care, the weather decides the planning. It shows live weather data.
  • Every button names its action. “Ontdek sportveldonderhoud”, “Vraag advies op maat”, “Soliciteer spontaan”.
  • Contact the way people like. A short form, email, phone and WhatsApp, and links to Instagram, Facebook and TikTok.
  • Found in search. Clear page titles, meta descriptions and structured data for the organisation.
Three phone screens: the homepage with a grass photo and the headline, the five basics of grass care as icons, and the FAQ page.
On a phone: homepage, the basics, and the FAQ.

Accessibility

Pro-Pitch is a small company, not a public body. We still built for WCAG 2.1 AA, and gave the site an accessibility statement that says honestly what was checked and what is still planned.

Check after launch
StandardWCAG 2.1, level AA
HowAutomated code analysis, plus a manual review of landmarks, headings, forms, images and link texts
Found6 issues
Fixed4 on 14 May 2026: a skip link, names for the logo link and the social links, and text alternatives for the service icons
PlannedMain and footer landmarks with custom code, and a manual test with keyboard and screen reader
The accessibility statement page of Pro-Pitch: the commitment to WCAG 2.1 AA, the compliance status, and a list of what works or was fixed.
The accessibility statement, written in plain Dutch.

Results

Pro-Pitch went from an idea to a brand people recognise, on a website that speaks to every audience. Right after the launch, the first clubs signed up, and Pro-Pitch is now growing its maintenance team.

Deliverables

  • Brand direction and positioning
  • Logo, in colour and in white
  • Colours and typography
  • Icon set for services and basics
  • Web content strategy per audience
  • Website copy and calls to action
  • FAQ: 33 questions in 7 groups
  • Web design, mobile first
  • Webflow website
  • Careers section
  • Privacy and cookie policy pages
  • Accessibility statement

What we learned

The client came with an example site made with AI. It was not what he needed: too much information, no clear positioning, and colours that did not fit the brand, so it would attract the wrong clients. That can be hard to see for a new client. Defining the value of the brand and the site first makes the difference.

Starting something new?

We help you find your direction, and build the brand and the website around it. Accessible from the first sketch.

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