Active Court Movement
Total Rebrand:
Brand Identity + Website
Creating ACM
Naming / Brand Strategy / Style Guide Writing
Brief
Sports Arena Management, an indoor, court-sport chain, sought a brand that reflected their dream to bring communities together through a shared love of badminton.
Solution
Visually inspired by the Australian Open’s “AO”, the new name tied an aesthetic acronym together with words that evoked enthusiasm amongst the community: Active Court Movement.
Driven to inspire community fitness and connection through the power of playing together, this very purpose necessitated presence in the tagline. To ripple the business’s own raison d'être back to their audience through their branding, we developed “play inspired”.
What’s in a name?
Get active, get on the courts and get moving.
Tying brand values into tone
Connection, energy, enthusiasm, equality, fun, positivity, openness, sportiveness, warmth and unity.
Brand TOV Implementation / UX Copy
Website Rebrand
Brief
To reflect their new brand, ACM needed a website that enticed community members, while positioning ACM ahead of their competitors in a simple, UX-friendly manner.
Solution
Playing into the “play, inspired” messaging, I employed a friendly, community-oriented tone in digestible language to appeal to diverse demographics and cultural communities.
There’s no place (to make an initial impression) like home
From the first page our audience lands on, I wanted the copy to be straighhtforward and encouraging to make the user journey to the courts as positive and seamless as possible.
