Pickleball is rapidly growing, but much of the space is visually dated or overly serious. The opportunity was to create a brand that feels social, energetic, and culturally relevant—positioning the sport as a lifestyle open to all ages and demographics, not just a competitive league in the Knoxville, TN area.

Positioning
A modern recreational club that blends sport, leisure, and social culture. More “weekend hangout” than traditional athletic facility—designed to feel inviting, vibrant, and slightly nostalgic.

Solution
A playful (Playground is in the name!) take on classic club culture, we merged retro leisure aesthetics with bold, contemporary energy. The identity draws from vintage Americana and court sport heritage, reimagined through color, typography, and pattern to feel fresh and ownable.

Deliverables
Logo design, mark variations, signage, merchandise, patterns, etc and a brand style guide for the team to refer back to in all future print, digital and signage deisgn decisions.