Building the mark
Working with the fantastic team at Ape, it made sense to start with the identity. Even before that, extensive brainstorming took place, to form the name of the campaign. That name being: Smash Up; essentially, turning the typical perception of the way that badminton is played, on it’s head. Thoughts turned to how elements of the game could be teamed (no pun intended) with the identity. The end mark resulted in a logo where ‘varsity’ meets ‘vinyl court tape’, with a touch of playful elements, reflecting the energy of the game.
Bringing the logo and print elements together
Print collateral such as the posters featured elements of spray paint to get across the ‘tag’ nature of the campaign. This was the sort of club students could join where word spread for the meet ups. It was underground. “The first rule of…” well, you get the idea.
What rules? Your rules
To extend the campaign further, elements such as the tag line and sports icons were developed for additional print promotion. The shuttlecock icon proved to be a versatile motif, adding a playful element to the campaign.
Who isn’t on social media these days? That’s why Smash Up needed it’s own page where tweets could drum up hype before, during, and even after a session.