Client Pitch Concept (Shortlisted)
Entertainment | Transport
Brand Identity | System Design | Motion Graphics
In China, tennis is quickly moving from a niche sport to a mainstream one, driven by high-profile young players on the international stage and a growing wave of curious beginners and ambitious improvers. Located inside the National Tennis Center in Beijing, TPARK (Tennis Park) is a youth-focused training campus that includes the main stadium courts, teaching spaces, and supporting facilities. The brand strategy, framed as “Tennis is the new fashion,” aims to make TPARK feel young, social, and energetic, very different from many “Pro” clubs that focus on technique and elite tone, but often feel distant and intimidating to first-time players. This identity is designed to lower that emotional barrier, using bold, expressive visuals to capture the excitement of play and build a community that encourages young people to join and improve.
The core idea comes from a tiny but powerful moment: the split second when a tennis ball is crushed at high speed. I translated this into the counters of the “PAR” letters in TPARK, using their inner spaces to mimic the ball’s gradual compression and release. A series of stretched, oval forms derived from this motion becomes the primary graphic language. Set in a thick, muscular sans serif, the TPARK wordmark compresses the five letters into a single signal of pressure and momentum, while still feeling lively and fashion-forward. A graphite-and-neon palette balances discipline and burst energy, and a modular layout system scales easily across courtside graphics, apparel, social media, and event materials.
As the first touchpoint, the logo is meant to meet that “I want in” feeling head-on, speaking not only to beginners who want to try, but to young players who want to commit. Deployed across the park environment and youth channels, the identity reframes TPARK as the place where that commitment starts.
Agency:
2x4
Role:
Brand Identity, System Design (Independent)
Creative Direction:
Jing Xin, Celine Fu