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CHEAM TENNIS CLUB
Transforming an iconic Surrey club
Cheam Tennis Club, one of Surrey’s oldest and most established venues, partnered with Wood & Ham to revitalise its brand and digital presence to support a push to increase membership. Through a strategy centred on inclusivity and community, we delivered a refreshed visual identity and a modern, intuitive website that reconnected members and attracted new audiences, helping Cheam step confidently into its next chapter.
CLIENT TYPE
Tennis Club
WHAT WE DID
The Challenge
Cheam Tennis Club is a historic club founded over 100 years ago and located in the heart of Surrey, within one of the most densely populated areas for tennis in the UK. Despite its long-standing reputation, the club faced challenges with declining membership, inconsistent marketing messages, and a disconnected visual identity. Previous attempts to refresh the brand had stalled in a landscape of financial pressures and multiple stakeholders. Understandably, the committee wanted to modernise without alienating loyal, long-standing members who held the club’s heritage close to heart.
Our Work
We worked closely with Cheam Tennis Club’s committee and volunteer team through a series of meetings and workshops to understand their challenges and ambitions. Together, we explored how the brand could better reflect the club’s welcoming community while positioning it competitively within Surrey’s busy tennis landscape.
Our process began with an in-depth brand audit, reviewing all existing materials and communications to identify inconsistencies and opportunities for improvement. We then carried out research into local and regional competitors to help define Cheam’s distinctive positioning. Using these insights, we developed a clear brand strategy focused on inclusivity and accessibility, values that underpin everything the club stands for.
With the strategic foundation in place, we created a new visual identity and website. The design emphasised clarity and friendliness through approachable typography, warm photography, and a bright, contemporary colour palette. The website was built to provide a simple user experience and to allow volunteers to manage updates, memberships, and social events confidently and efficiently.
The Outcome
The rebrand and website launch have given Cheam Tennis Club a cohesive identity that reflects its heritage while appealing to new members. The brand now communicates consistently across print, digital, and social channels, helping the club strengthen engagement and stand out locally.
The new website has simplified the membership journey and introduced online event sign-ups, improving both user experience and administrative efficiency. Feedback from members has been overwhelmingly positive, and the club has reported increased event participation and enquiries since launch.
The project provided Cheam with the clarity, tools, and confidence to continue growing, with a brand and website built to evolve alongside the club.
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