999 Design have created the new visual identity for Mini Tennis, which was launched today by the Lawn Tennis Association (LTA), the national governing body of British tennis, in partnership with Highland Spring.
The new brand identity has been created by the award winning agency to appeal to children aged 3-10, and to encourage active participation and enthusiasm for the sport.
The re-launched brand will be the new kite mark for the delivery of tennis to children and be the gateway to on-going achievement and rewards through participation in the sport. Mini Tennis is the entry point to tennis in the UK and is successfully and extensively delivered across the country by coaches and clubs alike.
Since appointment in April 2011, 999 have worked closely with LTA to produce a new master identity and badging system which are central to the reward scheme associated with Mini Tennis.
Highland Spring are the title sponsors of the refreshed scheme, and their brand identity was also embraced in the development of the new badge system.
A call to action was devised by 999 as part of the overall strategic approach – Earn your stripes – Get set for the mini game with the big attitude.
Leading the project was Aileen Geraghty, managing director of 999 Design London.
She said: “Central to the brief was the creation of a set of animated three=dimensional characters that would engage and resonate with the different target audiences e.g. 3 – 10 year-olds. Each of the characters was created to support the different needs of the age group categories to ensure visual engagement and wide appeal.
“In addition to the physical Mini Tennis badges and Rally Award certificates, we also created comprehensive visual guidelines and an array of rollout items for the launch, such as posters and literature, t-shirts and a variety of branded merchandise and event materials, including bespoke packaging for our other client, Highland Spring water.”
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Contact: Lucy Nicolson