As part of the Monash University Fastrack program, I was invited to mentor a group of aspiring founders working on early-stage business ideas. My role was to help shape their concept into something market-ready through clear positioning, compelling storytelling, and a distinct brand identity.

The team’s idea was bold: repurpose used tennis balls - over 300 million of which are discarded globally each year - into sustainable sandals. With some clever engineering, they had developed a way to remove the felt and recycle the rubber core into comfortable, repurposed soles for sandals.

The outcome? Ludis: a brand at the intersection of sport, style, and sustainability. The brief was to build something that belonged amidst the streetwear scene, but without losing its athletic roots. Also, they didn’t want to lean on the usual “eco” clichés, so nothing inherently obvious around sustainability.

Over a week of ideation, I created a visual identity that felt fresh, bold, and rooted in movement. Inspired by the inner and outer layers of a tennis ball, I designed a modular graphic device that could flex from being displayed on a courtside grandstand to the back of a hoodie on the street.

Beyond the logo, I worked with the team to explore how the product could be delivered in a way that felt thoughtful and on-brand. Since only the rubber core of the tennis ball was being used in the sandals, the leftover felt risked becoming more waste. So, I proposed we close the loop by repurposing the felt into the packaging itself. The result? A playful unboxing experience where your sandals arrive nestled in their own miniature court, lined with the very material they helped rescue.

A focused brand direction helped Ludis clarify their mission, grow a following, and build real traction ahead of launch. Since branding, they’ve won the People’s Choice Award in the RMIT Activator program, partnered with Zero Waste Victoria, and been selected for the Grill’d Local Matters initiative.