Brief: To rebrand Slazenger making them more relevant for todays modern society.
Concept: My idea looked at focusing on the quality, elegance and history of their products, but also the trends of today in terms of fashion and streetwear, how a lot of sportswear made from brands such as Lacoste or Fred Perry can be worn off and on court and still look fashionable. So I wanted to create a brand that kept its quality and history but would fit into modern society.
Outcome: I created a variety of outcomes for the rebrand, creating an updated website, posters and examples of how the clothes may look, trying to make them more modern whilst keeping their history.
I decided to create an interchangeable logo for Slazenger that would adapt to whatever sport it would be featured in, but keeping the same recognisable style. The main logo would be the tennis one as I felt this is the sport they are most involved in.
A short video I created advertising the new logo and looking at keeping the history of the brand through an old fast paced tennis match. The slogan presents how Slazenger has always represented the champions of tennis since their creation.
An example of how the interchangeable logo may be applied onto something such as a hockey stick.
I also created a poster that has a list of different things Slazenger has giving since its creation, but mainly focusing on the quality of their products. As the idea was to make some of the clothing on and off court I split the poster to represent the two new sides of Slazenger I was presenting how they are now fashionable on and off court.
I created some clothing designs that represented Slazenger. Starting off by designing a classic polo which has always been associated with tennis but designing it so it can be fashionable off court also. Another example was a simple t-shirt I designed that can again be used as sportswear or just as a fashionable t-shirt you'd wear on the street.
Considering that social media/the internet is how most people buy their clothing/gear I decided to create a website/app design. Keeping the feel of the brand with history, elegance and quality, I wanted the buyer to feel like they are a part of Slazenger's history when visiting the website or app and buying the clothes/sports gear.
