USTA — Introducing the future of coaching
USTA, the national governing body for tennis, is making a long-term investment in coaches with a program and platform tailored to their needs. Their aim is to win over and onboard full- and part-time coaches and motivate those considering certification. To amplify the coaching effort, the USTA needed a strategic design partner to frame, design and launch a bold new sub-brand.
USTA Coaching equips coaches with the inspiration and support they need to share their love for the game, tennis skills, and life lessons with others.
From parents looking to bond with their kids, to professional coaches building their businesses, the strategic platform, “Serve Your Passion”, guides a brand experience that feels energetic, trustworthy, and welcoming for every kind of coach. Informed by Material’s research and insights, each part of the proposition and strategy ties back to the needs and aspirations of different coach types.
We extended the typographic language of the logomark into a fully custom typeface, ‘USTA Sans’, leveraging the existing equities of the USTA master brand.
A system of container boxes offers easy adaptability for both internal design teams and coaches with no design experience at all.
The system is flexible, for use across a wide variety of touch-points, including the brand’s digital learning platform.
