Sportwerk is the leading organisation driving professionalisation in the Flemish sport sector.
Their mission is simple but ambitious: help more people build a sustainable career in sport, and help sport organisations grow through strong, officially employed professionals.
With Sammi, their new matchmaking platform, they bring together talent, clubs, and organisations in one place, making the sport labour market clearer, stronger, and future-proof.
Sportwerk wanted a mascot that could carry the full story of Sammi, a character who feels trustworthy, energetic, and accessible, without leaning on clichés or gendered representation. Sammi needed to be unique, scalable, and expressive across dozens of contexts: from sport animations to social content, onboarding flows, tips, and educational material.
And beyond visuals, Sportwerk needed the tools to bring Sammi to life independently through modern AI workflows.
Challenge
A memorabel mascot
Sportwerk wanted a mascot that could carry the full story of Sammi, a character who feels trustworthy, energetic, and accessible, without leaning on clichés or gendered representation. Sammi needed to be unique, scalable, and expressive across dozens of contexts: from sport animations to social content, onboarding flows, tips, and educational material.
And beyond visuals, Sportwerk needed the tools to bring Sammi to life independently through modern AI workflows.
Approach
All in the details
We started by shaping Sammi’s personality, story, role, and emotional tone.
From there, we designed a fully custom 3D mascot aligned with the Sammi brand, from the iconic flame-shaped hair to the sport-linked headband, blazer, and dynamic expressiveness. We created a complete visual system, including logo integration, multiple poses, environments, and use cases.
To future-proof the identity, we developed a custom AI model trained on Sammi’s character, and taught the Sportwerk team how to generate consistent images and video animations themselves.
This makes Sammi not just a mascot, but a living part of the platform ready for campaigns, content, education, and sector-wide communication.
We’ve worked with MySueno before, and it always went well. That’s why we chose them again to develop our mascot and Sammi’s branding.
After a clear briefing and a short concept meeting, they proposed Sammi. They were able to translate our input sharply into a visual direction. The explanations accompanying each proposal helped me quickly gain internal support. After a few targeted adjustments, we’re very happy with the result. Sammi now perfectly matches our message, and we see many opportunities to use him in our future communications.
Arne – Sportwerk
We started by shaping Sammi’s personality, story, role, and emotional tone.
From there, we designed a fully custom 3D mascot aligned with the Sammi brand, from the iconic flame-shaped hair to the sport-linked headband, blazer, and dynamic expressiveness. We created a complete visual system, including logo integration, multiple poses, environments, and use cases.
To future-proof the identity, we developed a custom AI model trained on Sammi’s character, and taught the Sportwerk team how to generate consistent images and video animations themselves.
This makes Sammi not just a mascot, but a living part of the platform ready for campaigns, content, education, and sector-wide communication.
Challenge
A memorabel mascot
Sportwerk wanted a mascot that could carry the full story of Sammi, a character who feels trustworthy, energetic, and accessible, without leaning on clichés or gendered representation. Sammi needed to be unique, scalable, and expressive across dozens of contexts: from sport animations to social content, onboarding flows, tips, and educational material.
And beyond visuals, Sportwerk needed the tools to bring Sammi to life independently through modern AI workflows.
Approach
All in the details
We started by shaping Sammi’s personality, story, role, and emotional tone.
From there, we designed a fully custom 3D mascot aligned with the Sammi brand, from the iconic flame-shaped hair to the sport-linked headband, blazer, and dynamic expressiveness. We created a complete visual system, including logo integration, multiple poses, environments, and use cases.
To future-proof the identity, we developed a custom AI model trained on Sammi’s character, and taught the Sportwerk team how to generate consistent images and video animations themselves.
This makes Sammi not just a mascot, but a living part of the platform ready for campaigns, content, education, and sector-wide communication.
We’ve worked with MySueno before, and it always went well. That’s why we chose them again to develop our mascot and Sammi’s branding.
After a clear briefing and a short concept meeting, they proposed Sammi. They were able to translate our input sharply into a visual direction. The explanations accompanying each proposal helped me quickly gain internal support. After a few targeted adjustments, we’re very happy with the result. Sammi now perfectly matches our message, and we see many opportunities to use him in our future communications.
Arne – Sportwerk
