Second Serve Club Visual Identity Project

Second Serve Club brings together the heritage of tennis and contemporary vintage culture. The visual direction combines monochrome photography, clay-inspired tones and original logo marks to create a distinctive identity that feels both timeless and modern.

The identity extends beyond the tennis court into everyday fashion. From embroidered bags to vintage-inspired apparel, I explored how different logo variations could adapt naturally to clothing, accessories and lifestyle products while maintaining a consistent brand language.

The retail experience was designed to feel like an extension of the brand itself. Store signage introduces the classic SSC monogram, while embroidered accessories and considered details bring the visual identity into physical applications.

The aim was to create a recognisable brand across different touchpoints without relying on a single logo application.

Second Serve Club is imagined as more than a tennis club or vintage store. Its digital presence brings together sport, fashion and community through a consistent visual language.

The collection of illustrated secondary marks adds personality and flexibility, allowing the identity to move between physical products and digital communication.

For this project, I designed the original logo marks and developed the colour identity in Adobe Illustrator, then used ChatGPT to explore how these elements could translate into realistic visual applications.

Combining traditional graphic design with AI-assisted visualisation allowed me to experiment with material textures, embroidery and photography while maintaining the original creative direction.

The result is a cohesive visual identity built around tennis heritage, vintage culture and contemporary design.