The United States Tennis Association (USTA) is making a long-term investment in coaches with a program and platform tailored to their needs. Their aim is to onboard full- and part-time coaches and motivate those considering certification. To amplify this effort, the USTA partnered with Aruliden 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 bonding with their kids to professionals building their businesses, the strategic platform, “Serve Your Passion,” guides a brand experience that feels energetic, trustworthy, and welcoming. Informed by Material’s research and insights, the proposition and strategy tie back to the needs and aspirations of different coach types.

To carry the equity of the parent brand into the new wordmark and system, we extended the typographic language of the USTA into a fully custom typeface, USTA Sans. Crafted in collaboration with type foundry Schick Toikka, it brings a dynamic, bold expression to the brand. The system extends into a flexible framework of container boxes that adapts across a wide variety of touchpoints, including the brand’s digital learning platform.

The brand system also scaled into a multi-channel launch campaign spanning broadcast, paid social, digital video, and audio, with more than 150 unique assets created for parents, high school coaches, and professionals alike. Launching alongside the 2025 US Open, the campaign marked a pivotal step in establishing USTA Coaching as a national platform for growth.

In just the first nine months since launch, USTA Coaching signed on almost 14,000 members, landing close in scale to its industry competitors; Racquet Sports Professionals Association and Professional Tennis Registry.