Royal Green Tennis Collective Branding and UI/UX Project

Role: Brand Identity & UI/UX Design

Sector: Luxury Sports & Hospitality

Royal Green is a fictional, invitation-only tennis collective based in London. The goal was to design a digital presence that mirrors the "Quiet Luxury" of British sporting heritage. I moved away from the loud, high-energy aesthetic of modern gyms to focus on the serenity, discipline, and prestige of championship grass-court tennis.

The interface was built on an asymmetric grid system, drawing inspiration from high-end websites like DCD, Arabella Golf Mallorca.

Visual Narrative: I utilized hyper-realistic, low-angle photography (simulating a Phase One XF medium format look) to emphasize the texture of the courts and the atmospheric morning mist of London.

Typography: A pairing of a classic, high-contrast serif for headings and a minimalist, wide-tracked sans-serif for functional UI.

The Heritage Strip: A data-driven section highlighting the club's 100-year legacy through minimalist typography and generous whitespace.

The Manifesto: A centered brand-story block that establishes emotional resonance before moving into service offerings.

Asymmetric Service Grid: A staggered layout for "The Academy," "Performance Lab," and "The Clubhouse" that creates a sophisticated visual rhythm.

The Dispatch: A bespoke newsletter integration designed with a "Member's Correspondence" feel rather than a standard marketing tool.

The project includes a fully responsive design system. I focused heavily on:

Vertical Rhythm: Utilizing large-scale white space to denote exclusivity.

Micro-Interactions: Subtle hover states on ghost buttons and grid cards to enhance the premium feel.

Responsive Adaptation: Transitioning the complex asymmetric desktop grid into a clean, single-column vertical flow for mobile without losing the editorial character.