Jgame’s aim is to grow and evolve tennis, while still acknowledging and participating in its rich history and culture. The styles are classically cut and feature contemporary color-ways, with the most distinctive aspect being the quality and sourcing of the materials themselves. This contrast between classic and contemporary would need to be reflected across every brand touch point.
The identity features a script wordmark paired with a neon-green circle, who’s proximity to the loopy “J” creates the abstraction of a tennis racquet serving a ball. This abstract tennis ball is featured throughout the identity, always occupying the top-right quadrant in compositions, to imply forward movement, progress and optimism.
The color palette takes inspiration from the surfaces that make up some of tennis’ most iconic courts, such as Wimbledon and Arthur Ashe Stadium, while the typography utilizes neo-classical typefaces to solidify the brand feel.
An online, D2C platform is the life-source for any modern apparel brand - providing revenue generation, brand awareness, and customer data collection. As a lean start-up, Jgame required a platform that was flexible, self-operational, and integrated easily with third-party applications - making Shopify the clear choice.
The site features a custom theme and integrated marketing flows, while operations training was provided to ensure Jgame could handle fulfillment and customer service entirely in-house.