end-to-end branding & website
The Pickering Squash Club
Squash Club Re-Brand & marketing
PROJECT FEATURES
PROJECT OVERVIEW
- Repositioned the club from a primarily member-focused recreation website into a modern marketing and membership platform designed to attract, inform, and engage new and existing players.
- Developed a differentiated brand strategy that positioned the club between high-end private squash clubs and community recreation centres — emphasizing both accessibility and competitive performance.
- Led the full creative and digital overhaul, including website design, messaging, visual identity refinement, print collateral, in-club digital displays, and member engagement tools.
- Designed and launched a custom hardball doubles house league application to increase member participation, improve league organization, and drive repeat engagement with the website.
- Supported measurable membership growth through clearer positioning, stronger messaging, and a more conversion-focused digital experience.
BRAND STRATEGY
- Developed a brand positioning strategy that embraced the club’s hybrid model as an independent squash club operating within a recreation centre — transforming what had previously been a point of confusion into a clear competitive differentiator.
- Developed a vibrant visual system using warm orange-red tones, dynamic angles, and high-contrast layouts to reflect movement, community, and competitive energy, and updated the logo with new colours and removed outlining from old logo.
- Created a tone of voice that was direct, atraight forward confident, yet friendly and accessible.
- Created messaging that balanced inclusivity and athletic ambition — highlighting strong coaching, competitive success, and the social culture of the club.
- Established a scalable visual and messaging foundation that could extend consistently across web, print, environmental graphics, and digital displays.
- Strong front graphic of recognizable and long time Pickering Squash Members competing both celebrates the membership, while highlighting the strong competive nature of the club
MARKETING & AWARENESS STRATEGY
- Developed an integrated awareness campaign across digital, print, and environmental touchpoints to increase visibility of the squash club within the larger recreation centre.
- Designed and produced all creative for the club’s marketing rollout, including a complete website overhaul, brochures, stand-up banners, and in-facility digital displays.
- Collaborated with the City of Pickering to secure approval and placement for banners, brochures, and new digital monitors throughout the recreation centre.
- Created animated graphics and video content for high-traffic digital displays to promote programming, increase awareness among non-members, and strengthen community engagement with existing members.
- Expanded the club’s presence beyond the squash courts themselves, helping transform the club into a more visible and active part of the recreation centre environment.
CONTENT STRATEGY
- Developed a content strategy focused on attracting prospective members while still supporting existing club members with schedules, programs, and league information and club updates.
- Directed community-focused photography and imagery that emphasized real members, social connection, doubles culture, and active participation over generic sports visuals.
- Wrote direct, grounded messaging that communicated the club’s culture, accessibility, coaching quality, and competitive strengths in a clear and approachable way.
- Created content systems for in-club TV monitors to promote leagues, events, programming, and member engagement throughout the recreation facility using graphics, animation and video of members.
