The Pickleball Playground approached me before opening its doors with a vision to create more than just another sports facility. Located in Knoxville, Tennessee, the concept centered on building a destination where adults could reconnect with the fun and energy of play while enjoying pickleball both competitively and recreationally. Ultimately, they wanted a space for everyone – from skilled players to family and community fun.

With market research completed and the facility plans already underway, my role was to develop a visual identity that would establish the brand before launch and serve as a foundation for future growth. Together, we identified nostalgia as a key emotional driver for the target audience. By drawing inspiration from retro recreation spaces and classic playground culture, we created a brand that felt familiar, playful, and distinctly different from the more serious aesthetics often found in sports facilities.

By creating a cohesive system before opening day, The Pickleball Playground was able to build recognition, excitement, and a consistent brand experience long before the first match was played, while equipping the team with the tools needed to grow the brand across physical and digital spaces.