Tennis Australia enters summer with refreshed brand identity
Tennis Australia has rebranded its visual identity and market positioning, simplifying its portfolio, via branding and design agency Hulsbosch.
The project includes Tennis Australia’s introductory program Hot Shots Tennis, fitness-focused Cardio Tennis, and complementary format Padel into the new look.
The refreshed brand aims to enable players, fans and the wider tennis community to easily connect and engage with the sport, through unifying all the brand’s offerings.
Jaid Hulsbosch, managing director at the agency, said: “This exciting initiative for the sport delivers a connected Tennis ecosystem where all brands live in the ‘playful world’ of tennis.
“Right from the sport’s hero brand, the Grand Slam tennis event the Australian Open, through to the core of tennis, community participation, and beyond to new formats of the game, where the experience extends beyond the traditional expectations of tennis.
“Tennis can be played by anyone and can bring people together for a fun, physical activity that supports healthy lifestyles throughout their lives. Refreshing the brand for a modern Australian audience is a new chapter for Tennis in Australia and will help to retain and attract players and increase participation.”
The visual identity leverages the core colours associated with the sport – green for tennis balls, and blue for the iconic colour of Australian Open courts.
The refreshed brand identity
Tom Larner, chief tennis officer at Tennis Australia, said as summer approaches, the team is excited to roll out the new look.
“We are on a mission to get more Aussies playing our great game and better connect the different ways to play tennis seamlessly for all audiences.
“The ultimate goal is to build a tennis brand that is relevant and engaging for all Australians, and that leverages the success we have achieved with the AO, to drive growth opportunities and efficiencies.
“Tennis Australia is thrilled to embark on this transformative journey that will allow us to drive further engagement for the sport.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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