The Grid
Brand Identity, Instagram, Out of Home Advertising
A brand inspired by a brief from @designerbriefs on Instagram.
The Brief
The Grid is a fictional luxury tennis and country club designed to offer an elevated experience that extends beyond the court. Rooted in sophistication and exclusivity, the brand reflects a seamless blend of sport and luxury.
Strategy
I aimed to create a brand that embodies sophistication, class, and style while maintaining a sporty, modern feel. The primary logo features a blend of script and sans-serif fonts, symbolizing the fusion of timeless old-money elegance often associated with tennis and the sleek, geometric aesthetic of contemporary luxury. The color palette combines deep green, blue, and off-white with a bold yellow accent, adding vibrancy and energy to the design.
The logomark for The Grid is designed to be both distinctive and versatile. By isolating the “G" from the script font and placing it within a circular background, I created a recognizable tennis ball-esque emblem that merges elegance with sport. This strategic design gives The Grid a memorable icon that can seamlessly extend across merchandise, promotional materials and more.
brand rollout
To bring this brand to life, I developed a few different creative assets to showcase how the rollout campaign might look. Centered around the concept that The Grid is more than just a tennis club — it’s a lifestyle — the campaign emphasizes the club’s exclusive benefits that extend far beyond the court. With features like an outdoor pool, a bar and restaurant, luxury locker rooms, and social events, the brand reflects a holistic, upscale experience where sophistication, leisure, and sport come together.
To visualize how this brand identity would translate to digital platforms, I created an Instagram feed that maintains a cohesive look and feel. Each image was carefully curated to align with The Grid’s color palette and style, resulting in an aesthetically pleasing, unified feed. I also designed promotional posts featuring branded apparel and seasonal drinks, showcasing how the club could engage its audience with exclusive offerings and events.
Advertising
To further visualize what an ad campaign for The Grid might look like, I expanded on the concept that its more than just a tennis club — it’s a complete lifestyle experience. I created two out-of-home executions that follow the same cohesive color palette and overall aesthetic, maintaining consistency with the brand's sophisticated yet modern identity. These ads are designed to capture attention while reinforcing the club’s upscale atmosphere.
Extras
Membership card, merchandise, and a flyer promoting a tennis tournament.
