SERVE Brand + Identity Design
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SERVE is a conceptual tennis brand service, specializing in court rentals in the 5 boroughs of New York City, offering private tennis lessons through third party trainers. I created a brand identity, including a logo, digital and print advertisements, merchandise, and a website.
Brand Guidelines
The logo, a silhouetted "S," was created by removing two tennis balls with lines of motion to form the character. I wanted to make an amorphous, variable version to evoke a sense of movement in the logo's static state. In doing this, the logo encompasses the energy of the sport of tennis.
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Advertisements
Some of the photography produced for Serve's branding involved motion—a long shutter speed allowed the capturing of kinetic movement. Analogous to the logo's sense of dynamism, the photograph's involvement in the campaign ties in the motif of movement. Motion graphics throughout the digital advertisements were used to establish this theme further.
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Website
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Merchandise
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