Generic Sports Tennis Club

BRAND WISDOM:

Being generic doesn’t mean dull. We have fun playing sports.

CORE BRAND TENETS:

Tennis is FUN. Period. Tennis pro Chris Mulcahy wanted an approachable brand for all ages.

THE ASK:

Tennis professionals want to stand out from other tennis professionals. I leaned heavily on the name and supported the content using humorous “generic” stock photography, cropped tightly, neutral typography and punchy colors. The traditional vocabulary within tennis or athletic expressions relies on greens, blues, and lots of sweat and exaggerated movement. To stand out, I wanted to solve the visual direction in a more odd and approachable solution. The result is fun, welcoming, and most importantly, no sweat.