IGNITE THE BRAND
Motion Graphics
2018
PICKLEBALL: DEFINED
SPORTIME Pickleball launched as a new vertical within the SPORTIME network, designed to capitalize on the explosive national growth of the sport. The brand needed its own visual identity; distinct enough to stand alone, yet cohesive enough to sit alongside the established SPORTIME parent brand.
- CLIENT SPORTIME Pickleball
- YEAR2023
- CATEGORY BRAND STRATEGY
- LIVE PROJECT Visit Site
RESEARCH
Studied the rapidly evolving pickleball landscape to understand how competitor brands were positioning themselves: from grassroots community vibes to premium athletic aesthetics. Identified a whitespace opportunity for a brand that felt both approachable and competitive, without defaulting to the overly casual tone common in the space. Mapped the brand's long-term scalability needs against a planned roadmap of 200+ courts.
DESIGN
Created a modernized logo system that updated the existing SPORTIME Pickleball mark with cleaner typography, a refreshed color palette, and a more versatile badge format. Designed a range of collateral including tournament flyers, event series graphics, gift cards, and open-play promotions. Ensured every asset worked in both standalone and co-branded SPORTIME configurations.
DEVELOPMENT
Built out a scalable visual system capable of supporting a growing number of clubs, events, and digital touchpoints without requiring redesign at each stage. Developed templates for recurring event formats like clinics, tournaments, and open-play sessions that club staff could adapt locally. Integrated the brand identity into social content pipelines for consistent, on-brand publishing.
CONCEPT
The core idea was to give pickleball its own voice within the SPORTIME family: energetic, modern, and welcoming to players at every level. The rebrand directly supported the vertical's go-to-market launch and contributed to a 10% rise in membership inquiries. It established the visual foundation for what is positioned to become one of the largest indoor pickleball networks in the North-East.
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