Where momentum meets community—clean lines, playful curves, and match-day energy you can feel.
Challenge
Grid needed a fresh identity that would attract younger players while honoring the club’s social spirit.
The brand had to feel fast, fun and modern, and stay highly legible across quick-scan membership cards, merch, court signage, and digital content. Clear tier differentiation (Basic, Weekly, Premium) and a cohesive visual language were essential.
Result
I built a kinetic identity around the geometry of the game: a custom wordmark with racquet-inspired curves and string-grid details, paired with a court-bright palette (electric blue, lime ball green, crisp white, and a punchy accent).
A repeatable pattern based on spin arcs and serves ties assets together, from water bottles and totes to social tiles.
Membership cards use bold color blocking and large typography for instant tier recognition and quick gate checks. The voice is upbeat and invitational, headlines like “Smash, Sweat, Repeat!” capture the club’s training-meets-community vibe.
Across touchpoints, the system delivers immediate recognition, clear hierarchy, and a youthful energy, a coherent toolkit that simplifies operations and turns every interaction (on-court and online) into part of the Grid experience.
Branding built for motion, momentum, and community.
