Luke Richardson has his ambitions set on building a premium junior tennis training brand in the capital of Louisiana, Baton Rouge. BRET (Baton Rouge Elite Tennis) would be carving a new path, as tennis serious culture is not prevalent in the region. The biggest challenge for this new business would be a new market altogether.

After reviewing similar brands in different states and even countries, it was clear we needed to create something that felt modern yet prestigious. The visual identity created was made with this balance in mind which would also signal intentionality to the city about uplifting a serious tennis culture.