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Abercorn Sports Club
Abercorn Sports Club is located in the leafy Willowbrae area on the east side of Edinburgh, and offers members both tennis and squash facilities.
Established in 1919, Abercorn is a community-focused club offering coaching to various levels of players, junior holiday camps and regular social events.
Project services
The Brief
We were commissioned to undertake a rebranding project to better reflect Abercorn’s offering and convey the club as friendly and approachable.
The project focused on building a sports brand that would appeal to prospective new members, so a unique and impactful logo design was central to this. Exterior signage was required, as were templates for posters, email marketing and social media—which would enable members to communicate the new brand consistently across every touchpoint.
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The Creative Outcome
We began by crafting a logo design inspired by the family of foxes that inhabit the club grounds. The logo marque is formed from a silhouette-style illustration of a fox playing with a ball. This offers a unique brand asset that is both dynamic to represent sports, and approachable with its smooth curves and playful manner.
The colour palette combines the energy and warmth of a vibrant orange, inspired by fox fur, with a calming forest green synonymous with racket sports. These primary brand colours are balanced with a soft pearl grey to add a contemporary edge, along with yellow and mint tones to offer flexibility in the application of the brand to varying communications.
A rounded, sans-serif typeface was selected to reflect the friendly nature of the club and italicised to convey the energetic style of the logo marque. The typeface features flourishes at the end of the letter forms, reminiscent of a fox’s tail; a character style which is further represented by the use of tildes on either side of the Sports Club wording.
To build upon Abercorn’s digital presence, we designed templates for social media that offer club members the ability to easily communicate with their audience via branded social post graphics. These were built along with poster templates in Canva, to ensure they can be adapted quickly and easily by club members.
To ensure the brand was communicated consistently across member communications an email marketing template was designed and built in Mailchimp that could be utilised for varying forms of content.
To further build brand exposure, we designed and oversaw the production and installation of new signage. Branded merchandise has further contributed to building brand awareness whilst reinforcing a feeling of being part of the Abercorn family.
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