Tennis Shropshire
Design for Print // Brand Identity
"Jo at Giant helped Tennis Shropshire with our rebranding and she did a fantastic job for us. Jo took our brief and provided us with a range of exciting options which far exceeded our expectations. She was extremely helpful and professional and used her experience to guide us through the process, which culminated in a rebranding which we very pleased with. She was excellent value for money and really seemed to care about the work and ensuring we got the outcome we wanted. We would definitely recommend Jo to anyone looking for help with their marketing."
We were invited to lead the rebrand for Tennis Shropshire, a registered charity dedicated to making tennis across the county enjoyable, accessible, welcoming, and safe. With strong links to clubs and venues throughout Shropshire, their mission is to help everyone, regardless of age, background, experience, or (dis)ability, play better tennis.
The existing brand was dated, visually inconsistent, and didn’t fully reflect the inclusive and progressive values of the organisation. Our task was to modernise the identity while preserving its deep local roots.
As Tennis Shropshire operates under the governance of the LTA and proudly represents the region, the historic Salopian County flag had featured prominently in past branding. Rather than discarding this heritage, we reimagined it by introducing a modern interpretation of the iconic ‘Loggerheads’ leopards. These three leopard heads now serve as characterful symbols within the new brand, each representing a key value of the sport: Focus, Battle and Victory.
To further support the brand’s inclusive ethos, we selected a rounded, lowercase sans-serif typeface for approachability and clarity, paired with a friendly script font to inject warmth and energy. The result is a flexible identity that balances heritage with modernity, and professionalism with personality.
Designed to resonate with a wide range of audiences, from county-level competitors to junior beginners and wheelchair players, the new visual identity aims to unite the Shropshire tennis community under a bold and welcoming banner.
"Jo at Giant helped Tennis Shropshire with our rebranding and she did a fantastic job for us. Jo took our brief and provided us with a range of exciting options which far exceeded our expectations. She was extremely helpful and professional and used her experience to guide us through the process, which culminated in a rebranding which we very pleased with. She was excellent value for money and really seemed to care about the work and ensuring we got the outcome we wanted. We would definitely recommend Jo to anyone looking for help with their marketing."
