Tennis BC was already a major force in local tennis. In recent years, Tennis BC had evolved to embody a truly global perspective on the game, retaining a keen focus
on the local scene. Unfortunately, their brand didn't reflect this worldly dynamism. The materials lacked a coherent voice and visual style across every channel. Tennis BC had outgrown its roots. It was time to step up into a new bracket.
The explosiveness and dynamism of today's Tennis BC called for a fresh, vivid brand identity, and a style as arresting as a dead-heat match. And in order for it to
have real impact, it needed to roll out over a number
of deliverables, and spend a few seasons in the market.
“Toolbox are taking us to the promised land of strategic branding and stunning design. And we’re truly loving the journey.”
Ryan Clark, CEO
A complete overhaul of Tennis BC's magazine, Matchpoint, was a dream opportunity to establish the new Tennis BC brand. The first step was to rename the magazine: AXIS evokes a core of kinetic energy, and the notion that everything
in BC tennis revolves around this point. The new design was vivid, full-colour, and arresting. The language was clever, direct, and bold. Explosive font choices brought it all together. The new profile for the magazine opened the door to a
new class of advertisers - and a significant surge in ad revenue.
SEED is the new name for the Tennis BC long-term athlete development program. In a single word, the name suggests both growth and fresh new promise. The new chart for the program is highly portable, much more dynamic, and inviting for players at every stage of the game.
The Stanley Park Open is the largest community tennis tournament in North America. Taking visual cues from an early boxing aesthetic, posters for the tournament boldly proclaimed the first names of local competitors – who just happened to share their names with monster tennis stars. This brave, tongue-in-cheek tactic delivered a huge wallop. The phones rung off the hook with inquiries as to whether "Serena" and "Roger" really were going to be at the tournament. Continental grip, indeed.