Commission
Pages of the Petersburg Tennis Academy website laid out in a grid, in green, cream and orange.
Case study · I

Petersburg Tennis Academy

Brand Identity
Web Design
Squarespace E-Commerce

A new tennis academy needed a website that looked the part and sold classes online, plus brand guidelines to keep the identity consistent everywhere.

The challenge

A new business with no established identity, and classes that needed to sell online.

Approach
Web direction, wireframes, then a Squarespace build.
Result
A Squarespace site where clients browse and buy classes, written with targeted keywords for search, and a brand the academy can apply consistently.
Timeline
4 weeks, with regular check-ins and feedback sessions.
Platform
Squarespace

Approach

Design process

  1. 01

    Web direction

    One visual direction for brand and site, set by a client questionnaire and research into the niche, customer personas and messaging.

  2. 02

    Wireframes

    Once the brand guidelines were approved, we built the sitemap and user flow and prototyped the key pages in Figma.

  3. 03

    Squarespace build

    Every page, plus e-commerce, domain and the other essentials. The client had three rounds of revisions.

Approach

Style guide

Built around accessibility and professional excellence. A neutral palette with two accent colors, set in elegant but approachable type.

An open brand book showing the academy’s web direction pages.
Fig. 01Brand book
The academy’s color palette: dark and bright greens as primaries, cream neutrals, orange and lime accents.
Fig. 02Color palette
Stationery printed with the Petersburg Tennis Academy crest, beside a pen and a glass of water.
Fig. 03Stationery
An open brand book showing the academy’s typography pages.
Fig. 04Typography
The Petersburg Tennis Academy crest printed on textured paper.
Fig. 05Primary logo
Two business cards with the academy crest, in white and pale green.
Fig. 06Business cards

Approach

Website design

Visit the site
A page of the academy website: junior tennis programs and offerings under an orange banner.
Fig. 07Programs page
A canvas tote bag printed with the Petersburg Tennis crest, on a dark green ground.
Fig. 08Tote bag
A white flag with the Petersburg Tennis Academy crest against a blue sky.
Fig. 09Flag

Yours could be next.

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