Client
Personal
Year
2025
SCOPE
Creative direction
Brand design
Visual Identity
Meet Your New Social Club
The Netters Social Club is the premier tennis social lounge, offering a stylish and welcoming space for players of all levels to connect, compete, and unwind. With top-tier courts, premium amenities, and a vibrant community, it’s the ultimate destination for tennis enthusiasts and weekend guests at the Cavallo Hotel. 🎾
Check out the official Netters playlist here!
The project:
The Netters Social Club is a tennis-focused social club and hotel with locations in Palm Springs, Upstate Hudson Valley, Miami, and Austin. Connected to the Cavallo Hotel, the club offers guests and members a luxurious yet approachable escape — from five-star hospitality to friendly net-setting matches. The goal was to create a bold and refined brand identity that embodies athleticism, social connection, and modern luxury.
Solution:
I developed a comprehensive visual identity from the ground up, including logo, typography, color palette, iconography, and web presence, all rooted in audience insights and brand purpose. The resulting system balances boldness and approachability, creating a cohesive and immersive brand experience that reflects The Netters’ distinctive culture.
Naming & Visual Identity: Meet the brand
With the brand purpose established, I crafted both the name and visual identity. “The Netters” embodies community, athletic energy, and social connection while feeling modern and approachable. The visual system reinforces a bold, Gen-Z-forward, and contemporary personality through a vibrant color palette, sleek typography, subtle tennis-inspired motifs, and imagery that captures both athletic vitality and stylish lounge culture — creating a brand that feels current, confident, and never dated.
Primary
Primary (Green variation)
Secondary
Brand Color Pallette
The palette draws inspiration from youthful energy and contemporary style, balancing bold, lively tones.
TYPOGRAPHY
Three fonts define the visual identity of The Netters:
Souvenir Jacket:
Drawn by hand to capture that vintage aesthetic with a modern edge, sans serif typeface, for titles or body text.BN Rendall Script:
A bold script typeface used for logo and display purposes.Dreamboat:
A bold script, used sparsely for personality and attention-grabbing.
Enviormental Settings
The physical environments were set as a mood board to set the experince of what to expect when joining the Netters club or staying at the hotel.
Custom Icon Set
Social Media
Stationary and Assets
These assets appear across member updates, welcome kits, promotional posters in the city, and internal staff communications.
Merch
Items include tote bags, member wristbands for tennis matches, branded tennis rackets, and exclusive access keys for hotel rooms and members-only lounges and amenities.
