Flint Park sits at an intersection with few occupants. A tennis brand with genuine performance credentials and an equally genuine commitment to sustainability. The challenge wasn’t choosing between those two identities. It was building a brand that held both without compromise.
Standard Black came in at the beginning. Not to refresh something existing but to build from scratch.
The process started with strategy and positioning, establishing the foundational thinking that every subsequent creative decision would answer to. Who Flint Park is, who it’s for, and what it believes about the sport and the planet it’s played on. That clarity informed everything that followed.
The visual identity was built to carry that thinking across every surface. Logo design that balanced the discipline of tennis with a forward-looking sensibility. A typography system with the precision the sport demands and the personality a modern brand needs. A color system that felt fresh without chasing trends. Art direction guidelines that gave the brand a consistent visual language across contexts and channels.
Tone of voice tied it together, ensuring Flint Park communicated with the same conviction in copy that the visual identity carried in imagery.
The result was a complete brand system designed to perform across every touchpoint, from product to packaging to digital to campaign, coherent at every scale and built to grow with the brand.
