Two entrepreneurs wanted to bring pickleball to Richmond, VA in the form of an entertainment venue. They had four weeks before they started pitching for their seed round of funding so they asked us to brand the sport and the space. I collaborated with a strategist to name and position the brand.
Role
Concept Development, Naming, Logo Design
Team
Gabi Levi
Pickleball
Pickeball is the fastest growing sport in the United States. While there are public courts other parts of the country, it hasn't been properly introduced in Richmond, Virginia. Many people in the local community haven't been exposed to the sport because it is only accessible if you belong to a country club.
Court as Grid
The logo is is based on the dimensions of a pickle ball court. The edges are rounded to feel more approachable but still familiar.
Objective
My goal was to familiarize the audience with pickleball by focusing on the mechanics and dynamics of the sport.
Rally is playful, energetic and vibrant.
After finalizing the logo, I started to explore how the abstracted court can be used to inform the interior and exterior space.
Paterns to Convey Motion
Signage & Merch
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