Client
Midtown Athletic Club

Year
2022

OVERVIEW

Tennis In No Time is Midtown Athletic Club's trademarked intro to tennis program that will take a total beginner to a tennis player in four weeks.  With tennis deeply embedded in Midtown’s DNA, the goal was to inspire a love for the sport by breaking down its traditional barriers—making it feel less exclusive, expensive, and intimidating, and more approachable, fun, and accessible to everyone.

For the rebrand, we embraced simplicity and humor as the foundation of the design direction. This beginner-friendly program emphasizes learning tennis basics in a supportive environment while fostering a sense of community. To bring this vision to life, the rebrand incorporated bright, uplifting colors that evoke positivity and energy, playful and direct layouts paired with group photography to highlight inclusivity, and subtle humor in graphics and copy to engage and disarm newcomers. The result is a brand identity that feels welcoming, sparks curiosity, and aligns with Midtown’s mission to grow the sport through joy and connection.

LOGO

This logo needed to embody the brand mission by being approachable, modern, and reflective of the program’s core values: simplicity, accessibility, and fun. 

The circular emblem draws inspiration from a tennis ball, integrating dynamic linework that forms a "T" and "N" to represent the acronym for Tennis In No Time, TNT. This fluid design conveys connection and progress, symbolizing the program’s quick and supportive journey. Paired with bold, modern typography the logo ensures clarity and impact. 

It’s versatile for use across digital platforms, print materials, and merchandise while remaining memorable and approachable to a broad audience. 

BRAND COLORS

TNT LIGHT BLUE

CMYK: 82, 12, 0, 0

RGB: 0, 167, 227

HEX: 00A7E3

TNT DARK BLUE

CMYK: 91, 78, 48, 50

RGB: 27, 42, 65

HEX: 1B2A41

TNT YELLOW

CMYK:  0, 28, 100, 0

RGB: 2, 28, 29

HEX: FABB18

TNT RED

CMYK: 0, 100, 100, 17

RGB: 203, 219, 42

HEX: CA171E

TNT GREEN

CMYK: 75, 1, 90, 0

RGB: 91, 183, 71

HEX: 5DB847

WHITE

CMYK: 0, 0, 0, 0

RGB: 255, 255, 255

HEX: FFFFFF

WHAT TO EXPECT VIDEO

BRAND GUIDELINES

PROCESS

©2019 Katherine Rivich. All rights reserved.