The Line
CLIENT
ITIA occupies a delicate position in the world of tennis. In their efforts to safeguard the sport from corruption, they occasionally can become involved with disciplinary actions against players. This can foster a ‘them and us’ mentality which they want to overcome. Their goal is to be a force for good and to have a focus on prevention rather than punishment. Ultimately, they want to foster greater trust among players and coaches. The Line is designed to help with those efforts. An easy-to-use communications tool. Jard Studio was engaged to bring this to life through branding, design and positioning.
Type
Packaging
,
Digital Design
Year
2024
Strategy
We created a welcoming and friendly design world. We also structured our language to deliver messaging around ease-of-use, trust and reliability. We also lean heavily on the anonymity that the service offers, ensuring a safe an supportive environment is clearly communicated. This, combined with a clear tennis theme for visual assets and branding, ensures that we are using every possible opportunity to convey key USPs and messaging.
Voice
Clarity and efficiency in messaging was important here. We knew that any comms we would deliver would need to contend with a very short amount of attention time. Whether that be through physical or digital marketing, we needed to land our story fast. Short, clear messaging allowed us to do just this. “Advice. Insight. Support.” allows us to take a ‘does what it says on the tin’ approach to ensure we get our story across. This is the approach we have taken to the construction of all messaging and positioning.
Identity
We took the approach that this service was all about keeping tennis on the right side of the line. As such we constructed the brand identity around court lines to help to tell this story and keep the brand within an unmistakably tennis setting. The wider look and feel combines this tennis aesthetic with a welcoming design world to tell potential users that this is a safe and supportive service that you can trust.
