We were excited to partner with an iconic figure in professional tennis, David Sammel. With decades of experience as a coach, consultant, and mentor on the professional tour, David has built a respected personal brand rooted in expertise. His work spans a bestselling book, a hugely popular podcast, sold-out courses, and more. Wood & Ham was brought in to digitally transform the David Sammel brand, starting with a full identity refresh.

 

A key challenge in reimagining the brand was establishing a clear structure between the master brand and its sub-brands, including Mindset College and Locker Room Power. David’s values, in both sport and business, centre on a balance of approachability and straight-talking clarity, so we set out to craft an identity that reflects his calm authority, sharp thinking, and no-nonsense style, while reinforcing his position as a trusted and respected voice in the world of tennis.

 

The new identity focuses on a minimal, refined colour palette, designed for simplicity and ease of use to ensure consistent application across all channels. The photographic direction was chosen to reflect energy, passion, and clarity, balanced with clean, understated visuals. We’re thrilled with how the new brand has come together and look forward to moving into the next phase of the project, launching David’s new website.