I chose to rebrand Tennis Channel by creating a new target audience, the younger generation, and to be more female orientated because women in tennis culture are often underrepresented and the younger generation to inspire them to become the future generation of tennis players. My direction for the rebrand was to highlight the emotional peaks of competition. I also wanted to bring more attention to the tennis lifestyle as it is a huge aspect of the sport.
I wanted the logo to represent competition by creating tension in the cut of the "D." I also chose a specific color palette that would be leaning more on the feminine side while still showing competition through the contrast of colors. One of my main goals in the rebrand was to clean up the digital content of the company by highlighting the lifestyle in the app and competition on the website.
Lastly in the montage, I wanted to touch the hearts of the viewers through the raw emotional peaks of the competition. It also highlights collaterals of the rebrand such as the posters and outdoor application, placed in strategic locations such as major cities where tennis tournaments are held.
