overview
Project in progress.
Tennis Club La Varenne is a historic local tennis club founded in 1954. The project aims to refresh its identity and strengthen its sense of community, creating a more distinctive and contemporary brand expression while preserving the club’s heritage and approachable character.
The creative direction draws on the visual culture of heritage tennis clubs, combining sporting tradition with a more editorial and lifestyle-driven sensibility. Expressive typography, illustrated elements and a refined colour palette shape a universe that balances elegance, movement and conviviality.
The project is being developed as a 360° brand system, encompassing visual identity, logo explorations, typography, colour palette and graphic principles, with applications across print and digital communication, apparel and signage. The work also extends into the physical experience through the creative direction of the clubhouse renovation, creating a cohesive connection between brand image, space and community life.
