Becoming the #1 String in tennis
Reimagining the Solinco Brand
Role : Art Direction & Design Lead on the Brand Refresh
Scope : Discovery & Strategy; Product Naming; Tagline; Logo, Typography & Color; Messaging; Website Design; Social Templates; Brand Guidelines; Videos; Packaging
The Opportunity
Rebuild the brand system to match the equipment’s performance—making it feel as intentional, sharp, and competitive as the gear itself.
The Insight
Pros, NCAA athletes, and high-performance tennis players trust Solinco’s strings. Hyper-G was the 5th most popular string in the world. But the brand lacked a formal system. Assets were inconsistent. It needed structure, clarity, and a way to scale.
The Solution
We created a simple, intuitive brand system. I led visual direction end to end—reorganizing the asset library, formalizing brand elements, and helping expand the ecosystem across platforms.
That included launching Solinco’s influencer and YouTube strategy, defined content standards, and expanded the creative team—bringing on developers, videographers, and copywriters. The system was built to scale while keeping the core identity clear and consistent.
The Results
Solinco now sells the number one tennis string in the world. With a consistent brand foundation in place, the team’s equipped to scale—across new products, new media, and a global community of athletes and creators.
