Tennis Foundation

A brand identity to take the ‘stuffy’ out of tennis.

The Tennis Foundation was the sister organisation to the Lawn Tennis Association. Their remit was to make tennis accessible to anyone, regardless of skill, age, gender, social class or physical ability. Our positioning idea was brilliantly simple: Tennis Without Boundaries. And it led to a contemporary design solution, based on deconstructing the boundaries of a tennis court.

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An 8 year relationship with Britain’s leading business brand.


Carving out a distinct position in an over-crowded sector.


Reinventing an iconic British brand.