Client

Clive Johnston

Role

Creative Director

Year

2019

A new brand for Squash.
Noel Coward, quintessential Englishman and renown playwright enjoyed squash but not as a game.
"Squash that's not exercise, that's flagellation"
An he was right.
Squash is a game of attrition it is all about who owns the T.

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"Own the T, you own your opponent.
If the T is yours, you will win. 
But why the T?
The T gives you access to every part of the court stand on the top of it and you control the game. Don't own the T and it will break you.
As sweat pours down your brow and your lungs scream for air, your opponent holds the T and then punishes you with yet another multi walled drop shot, you reach this one but will you get the next or the one after that?
You are beaten and flop submissive onto the sprung wood.
Another game?
The invitation of redemption."

- Pete Way -

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And I worked on the T to create the Logo for Johnston Squash Club. The perfect combination with the J on the red T.
The top of the T slightly moved on the right, dynamic, fast but as accurate as the players' feet.
Colour palette in squash court mood.

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Johnstonsquash.co.uk

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Johnston Squash Club creates events, meetup, dedicated sessions and open day all year; I am helping the club to create campaigns, promotions and marketing plans, cross all channels.

Copyright Lucia Domenici 2020
All rights reserved

London
lu@luciadomenici.com