Racketjam
Racketjam
Racketjam
A tennis club identity for Surulere, Lagos, built on a shot and its return.
A tennis club identity for Surulere, Lagos, built on a shot and its return.
ROLE
ROLE
Brand Designer: strategy, logo, visual system, illustration direction, applications and guidelines
Brand Designer: strategy, logo, visual system, illustration direction, applications and guidelines
PLATFORM
PLATFORM
Print, signage, social, app and website
Print, signage, social, app and website
TYPE
TYPE
Brand identity
Brand identity
View on Behance
View on Behance
View on Behance
Overview
Overview
Overview
Racketjam is a tennis club identity for Surulere, Lagos, near the National Stadium courts. The idea comes from the game itself: a shot and its return. The t and the j in the wordmark answer each other, layouts are split into two ends of a court, and the ball travels on a path cut from the j’s own curve. The system covers the logo suite, colour, type, illustration, posters, a weekly programme, wayfinding, membership, social posts, an app flow, a website, club kit and a handoff guide.
Racketjam is a tennis club identity for Surulere, Lagos, near the National Stadium courts. The idea comes from the game itself: a shot and its return. The t and the j in the wordmark answer each other, layouts are split into two ends of a court, and the ball travels on a path cut from the j’s own curve. The system covers the logo suite, colour, type, illustration, posters, a weekly programme, wayfinding, membership, social posts, an app flow, a website, club kit and a handoff guide.
In my words
In my words
In my words
I wanted Racketjam to feel like a club where a kid’s first hit and a league final belong in the same place. The idea came from the rally itself: something goes over, something comes back. That became the logo, where the t and the j answer each other, and then the whole system, with layouts split into two ends that talk across the middle. I kept the practical pieces calm, because a timetable or a booking screen should just be easy to read. The posters and social posts get the energy, and the figures show every age and level with a racket in hand.
I wanted Racketjam to feel like a club where a kid’s first hit and a league final belong in the same place. The idea came from the rally itself: something goes over, something comes back. That became the logo, where the t and the j answer each other, and then the whole system, with layouts split into two ends that talk across the middle. I kept the practical pieces calm, because a timetable or a booking screen should just be easy to read. The posters and social posts get the energy, and the figures show every age and level with a racket in hand.
The problem
The problem
The problem
One club has to welcome a child’s first hit, a beginner’s first rally and a league player’s Wednesday night, without making any of them feel it’s for someone else. Tennis can easily look exclusive. The identity needs energy for the posters and calm for the practical parts, like days, times and booking.
One club has to welcome a child’s first hit, a beginner’s first rally and a league player’s Wednesday night, without making any of them feel it’s for someone else. Tennis can easily look exclusive. The identity needs energy for the posters and calm for the practical parts, like days, times and booking.
Goals
Goals
Goals
Build one identity that welcomes kids, beginners and league players alike.
Build one identity that welcomes kids, beginners and league players alike.
Make the name and mark read clearly, from a court sign down to a small app icon.
Make the name and mark read clearly, from a court sign down to a small app icon.
Keep practical information, like days, times and booking, plain and calm.
Keep practical information, like days, times and booking, plain and calm.
Show every age and level in the imagery and in the copy.
Show every age and level in the imagery and in the copy.
Target users
Target users
Target users
Kids starting out, and the parents and guardians who book for them.
Kids starting out, and the parents and guardians who book for them.
Adults picking up a racket for the first time.
Adults picking up a racket for the first time.
League players looking for regular, friendly competition.
League players looking for regular, friendly competition.
APPROACH
APPROACH
APPROACH
How the design came together, step by step.
How the design came together, step by step.
01 A shot and its return
01 A shot and its return
A heavy, upright lowercase wordmark where the t’s foot and the j’s tail answer each other.
A heavy, upright lowercase wordmark where the t’s foot and the j’s tail answer each other.
02 One return, said twice
02 One return, said twice
The compact return mark is cut straight from the t and turned to face itself across a gap.
The compact return mark is cut straight from the t and turned to face itself across a gap.
03 Two ends, one exchange
03 Two ends, one exchange
Layouts split into two halves like a court. One end invites, the other answers.
Layouts split into two halves like a court. One end invites, the other answers.
04 Warm, not exclusive
04 Warm, not exclusive
Oxblood, apricot and paper lead, with court blue as an occasional accent, in pairs that pass contrast.
Oxblood, apricot and paper lead, with court blue as an occasional accent, in pairs that pass contrast.
05 A cast for every game
05 A cast for every game
Recoloured figures cover a kid, a teen, adults, a wheelchair player and an older player, each with a racket.
Recoloured figures cover a kid, a teen, adults, a wheelchair player and an older player, each with a racket.
KEY FEATURES
KEY FEATURES
KEY FEATURES
The screens that carry the experience.
The screens that carry the experience.
A shot and its return
A shot and its return
Heavy, upright lowercase. The t’s foot and the j’s tail answer each other.
Heavy, upright lowercase. The t’s foot and the j’s tail answer each other.
One return, said twice
One return, said twice
The return mark is cut straight from the t, then turned to face itself across a gap.
The return mark is cut straight from the t, then turned to face itself across a gap.
Colour in pairs
Colour in pairs
Oxblood, apricot, paper and court blue, used in pairs that pass contrast.
Oxblood, apricot, paper and court blue, used in pairs that pass contrast.
Two ends, one exchange
Two ends, one exchange
Every layout speaks at one end and answers at the other, like two halves of a court.
Every layout speaks at one end and answers at the other, like two halves of a court.
Every age, every game
Every age, every game
A kid, a teen, adults, a wheelchair player and an older player, recoloured to the palette.
A kid, a teen, adults, a wheelchair player and an older player, recoloured to the palette.
The rally path
The rally path
The j’s return, stretched into the ball’s flight. It bounces in the turn.
The j’s return, stretched into the ball’s flight. It bounces in the turn.
Three programmes, one cast
Three programmes, one cast
Kids, beginners and league night, each with its own lead colour.
Kids, beginners and league night, each with its own lead colour.
Find your week
Find your week
Days and times answer each other across shared rows, so the schedule reads at a glance.
Days and times answer each other across shared rows, so the schedule reads at a glance.
Two ways to play
Two ways to play
Request a court or join a session, with one clear next step on every screen.
Request a court or join a session, with one clear next step on every screen.
Shared ground
Shared ground
A homepage that says what the club offers, for whom, and where to start.
A homepage that says what the club offers, for whom, and where to start.
SCREENS & MOCKUPS
SCREENS & MOCKUPS
SCREENS & MOCKUPS
The full set of designs, screen by screen.
The full set of designs, screen by screen.
DESIGN SYSTEM
DESIGN SYSTEM
DESIGN SYSTEM
The colour palette used across the screens.
The colour palette used across the screens.
COLOURS
COLOURS
Oxblood
Oxblood
#511C32
#511C32
Apricot
Apricot
#F3A57D
#F3A57D
Paper
Paper
#F5F0E8
#F5F0E8
Ash
Ash
#EAE7E1
#EAE7E1
Ink
Ink
#26252B
#26252B
Court blue (accent)
Court blue (accent)
#3857A2
#3857A2
OUTCOME
OUTCOME
OUTCOME
A complete identity: wordmark, return mark, lockups, colour, type, illustration and a rally-path graphic language.
A complete identity: wordmark, return mark, lockups, colour, type, illustration and a rally-path graphic language.
Applied across posters, a weekly programme, wayfinding, membership and welcome, social posts, an app flow, a website and club kit.
Applied across posters, a weekly programme, wayfinding, membership and welcome, social posts, an app flow, a website and club kit.
A guide with a quick start, rules, artwork and tokens, ready to hand over.
A guide with a quick start, rules, artwork and tokens, ready to hand over.
Illustrations: Humaaans by Pablo Stanley (CC0), recoloured.
Illustrations: Humaaans by Pablo Stanley (CC0), recoloured.
HAVE A PROJECT IN MIND?
HAVE A PROJECT IN MIND?
HAVE A PROJECT IN MIND?
I’d love to hear about it. Let’s build something great together.
I’d love to hear about it. Let’s build something great together.
I’d love to hear about it. Let’s build something great together.
Get in touch
Get in touch
Get in touch
LET’S WORK TOGETHER
LET’S WORK TOGETHER
LET’S WORK TOGETHER
Phone: +2349038049003