Traditionally the sport was marketed more towards seniors, but the sport has become widely popular with millennials. Most equipment available looks exactly how you might imagine, but PBSC aimed to change all that. They developed a product line that was bold, simple, affordable, and didn’t take itself too seriously. I created an entire branding system including logo, typography, color, packaging, and art direction, along with brand guidelines to get them started. The look was inspired by the bright non-traditional colors, textures, and line work seen on tennis courts. It’s simple and utilitarian, without feeling stuffy.