The aim was to update the image of the organization, appeal to a broader audience (beyond just locals) and position the center as a “must visit” destination for tourists who have an interest in playing tennis while on vacation. The client provided one specific requirement – there had to be a flamingo in the logo – that largely shaped the design. Using the shape of a flamingo’s head to mimic the natural curving white lines of a tennis ball, we came up with the perfect marriage of a contemporary flamingo and tennis ball that is instantly unique and iconic.
We created a bright and sunny color palette to support the new logo by using floods of blues, greens, pinks and yellows to balance the sleek black lines of the icon. We paired this with a contemporary sans serif font that also has some Art Deco & Mid Century Modern leanings (Neutra Face) - a nod to the park’s location in the heart of the South Beach art deco district.
Though we were initially challenged with the idea of marrying a flamingo with a tennis ball, the resulting fusion of the iconic South Florida bird and the tennis symbol is pretty damn perfect. (Yes, it’s that good.)
The Overall Look & Feel:
To support the new branding of Flamingo Park Tennis we created a collection of collateral in a bright color palette, again drawing from the Art Deco landscape, as well as geometric inspirations from tennis nets and racket string.
In addition to the standard branding suite of stationery, business cards, and a new website, we encouraged additional components that would provide maximum visual impact: a new take on signage, a refreshed retail experience and check-in space and a high-flying flag to show off that beautiful new logo.
And of course, a tennis center needs tennis gear! We also created a collection of tennis apparel and accessories: visors, hats, polo shirts, t-shirts, tote bags, sweatbands, and even a tennis racket.
This was the first presentation where we, the agency, presented only one branding option to the client. Normally we offer up a minimum of three in the first presentation, but once this concept took shape, we knew no other iteration could compete.
The Flamingo Park Tennis center will relaunch this spring, (right in time for the Miami Open) and will help re-contextualize the center as the tennis epicenter of Miami Beach. Tennis has never looked so good!
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