The rebranding of the racket sports club
We carried out a comprehensive brand renewal that emphasises quality, timelessness and a diverse range of species.
Smash is Finland’s largest racquet sports club. It offers high-quality coaching, courses, events and competitions in Helsinki, Espoo and Kotka, promoting the development of amateur and competitive players of all ages and levels.
The journey towards a more coherent and stronger brand
We rebranded Smash to support its growth strategy. A website design, an interior refresh, a modernisation of the club’s apparel and a mascot design brought a new look and energy to the club.
Starting point
The club needed a full rebrand as part of its new strategy—emphasising quality, timelessness, and inclusivity. A central goal was to rebrand while retaining the familiar red and blue, presenting them in a way that aligned with the club’s modernised vision.
There was also a clear need to redesign the website and booking system look and feel based on the brand book to ensure consistent and attractive communication. There was also a great need to translate the look into concrete objects, such as clubwear and the interior design of the hall.
Search engine optimisation, paid advertising and developing social media visibility were key areas where the client needed support.
Result
The result was a youthful and timeless brand that reflects the club’s values and goals. The renewed look was comprehensively implemented in various areas, such as the website, the booking system, club clothing and the interior design of the Smash Center. We also designed a new mascot for the club to bring personality and fun to the communication of junior activities.
On the marketing and search engine optimisation side, the club got a good start in improving visibility and implementing marketing and communications.
I am really happy with the result and with the brand image we will continue with the interior of the hall in summer 2025 with a few more things.
Tapio Totro, CEO, Smash ry
Services we provided and continue to provide
Brand renewal
The brand was built in close collaboration with the client, as meaningful rebranding simply isn’t possible without a deep understanding of the client and their vision. The result was a comprehensive brand book, with the new identity brought to life across multiple touchpoints—including the website, apparel, interior design, and marketing materials.
Website and backup renewal
We designed the user experience and layout of the website in collaboration with the technical developer. We also created a layout plan for the booking system.
Digital marketing
We implemented a plan for search engine optimisation of website content, updated the marketing ecosystem and conversion tracking. We designed search campaigns for Google Ads.
We also organised training sessions to equip the club team to manage communication independently.
The impact of the rebranding
Satisfied current members:
The rebranding was very well received throughout the club, and the feedback was positive from both club management and members.
More new members:
The reform has brought a significant number of new members to the club, which further strengthens the success of the work and its impact on the club’s attractiveness.
The brand book as a guide:
The success of the brand charter is demonstrated by the fact that the brand remains consistent across all its points of influence.
Visible results through branded media content, targeted digital marketing and search engine optimisation.
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