The participation team at Tennis Queensland has a vision to assist, support and nurture Queensland tennis clubs in managing and running effective tennis leagues. Tennis leagues are a great way to play tennis on a regular basis and can be social or competitive, run day or night, and can last from a few weeks to an entire season.
The team approached us with an idea to create a resource centre for the tennis clubs of Queensland to access support, information and advice on starting and running tennis leagues. After a completing a workshop, it was determined that the form of this portal would be a stand alone, fast loading website that could be easily accessed by clubs on desktop and mobile. The portal needed to appeal to a broad audience of players of all ages and playing standard, therefore a robust creative strategy was required to create an engaging name, a memorable logo, familiar look & feel and an approachable tone of voice. A digital strategy was also required to create a unique, functional and engaging way to access the information to assist clubs to run effective tennis leagues.
Our team developed three creative directions for collaboration and feedback. A direction was chosen that felt approachable, 'grass roots tennis' and had a look & feel that felt not too out of reach for small regional tennis clubs. The colour scheme and ‘sign writer' style typography was used to add energy and fun, but also tie back in a nostalgic way, to the old style community tennis club. Inspiration was also taken from hand drawn corner store signage we all grew up with mixed with abstract, down to earth imagery - all chosen to feel familiar, authentic and genuine.
Our approach to the online experience was to take users on a linear journey through the site - from the home page, to questionnaire, through to results. By using a questionnaire approach, we put the user in control of the outcome. We wanted to show the audience that Tennis Queensland were truely listening, which is why every combination of answers provides a unique result.
: Creative strategy
: Tone of voice
: Digital strategy
: Content architecture
: Website design
: Website development