Clear, consistent and engaging environmental reporting
A new brand for a friendly, community focussed regional Victorian tennis club
Client
Red Cliffs Lawn Tennis Club
Services
Brand Identity | Brand Communications | Brand Voice / Copywriting | Logos | Illustration | Corporate Collateral | Marketing Collateral | Signage | Photography | Print Management
Project Information
Background and Challenge
For nearly 100 years, Red Cliffs Lawn Tennis Club (RCLTC) has been a cornerstone of Sunraysia’s sporting and social life. Established in the 1920s, the club has built a strong reputation for fostering inclusive participation, competitive tennis, and community connection. With modern facilities, coaching programs, and a vibrant events calendar, it continues to serve players of all ages. Despite this rich legacy, the club lacked a formal brand identity and consistent visual presence. The absence of an established brand meant inconsistent communication across brand touchpoints, a limited ability to engage sponsors, and a missed opportunity to unify members under a shared identity. Additionally, much of the club’s history was undocumented, making it difficult to build a brand with a focus on tradition.
Solution
The rebrand centred on defining and expressing the club’s authentic values—welcoming, fun, friendly, and laid-back—while retaining a sense of tradition. A cohesive visual identity and brand system were developed to ensure consistency across all touchpoints, alongside a clear tone of voice that reflects the club’s values.
Results
RCLTC now presents a confident and unified identity that strengthens its presence both internally and externally. The new brand has enhanced member pride, improved consistency in communications, and created a more professional platform for engaging sponsors and the broader community—positioning the club for continued growth into the future.
We created a core brand identity/icon and positioning statement based on club values. We then developed a cheeky club mascot named ‘ACE’. The club’s energetic mascot helps with general marketing, especially when it comes to promoting junior events, competitions and tournaments.
Branded promotional flyers and score cards were developed to promote upcoming tournaments and build brand awareness amongst tournament competitors and spectators.
Branded signage was designed to extend the brand footprint, provide a stronger presence within the community and link promotional activities to place.
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