touchtennis
Building a brand for the most addictive game on earth.
Problem:
touchtennis was a sport started in a back garden in the UK and through the incredible will and dedication of the founder had become an LTA (UK Tennis Association) endorsed sport with ambitions of global recognition. The brand needed to reflect this ambition.
Solution:
In collaboration with their team we were able to identify that fundamentally touchtennis was trying to break down the barriers-to-entry that were rife within tennis – the stuffiness, the elitism and sheer expense associated with tennis was something we wanted to address with this characterful and rapid version of the sport.
There is an inherent tongue-in-cheek character to this brand that does not take itself too seriously whilst also being a fiercely competitive sport played for large cash prizes around the world. The sport has since grown to 11 countries and is getting global following by the day.
“I approached James in mid 2016 with a challenging task - to begin a brand hack and identity exploration of touchtennis, that would elevate it to where I (in my role within British Tennis) and touchtennis itself, wanted the sport and brand to move to. Appeasing the traditional backbone of British Tennis and a young, nimble and ambitious movement like touchtennis wasn’t the easiest brief but James’ honesty and eye for the big picture along with a willingness to journey with us with such a passion and unwavering focus, has paved the way for a great deal of the remarkable growth within this last season. James’ ability to constantly forward think and innovate, along with the quality of his work has been phenomenal. His ability to never be fully content is pushing us in a forward direction all the time. Perhaps most of all however it’s his integrity that I value most and as a result could not recommend him highly enough.”
