Designing the Identity for the Rally for Life Initiative

At Wood & Ham, we’re always proud to support initiatives that use sport to bring people together. Recently, we partnered with The Queen’s Club Foundation to create the visual identity for their new Rally for Life initiative.

Rally for Life is a three-year programme designed to open up tennis and padel to seniors, particularly those living with dementia or experiencing social isolation. By creating welcoming, supportive and dementia-friendly playing environments, the programme aims to improve physical health, mental wellbeing and community connection through sport.

As a sports design agency working closely with tennis organisations, we were asked to develop a visual identity that felt inclusive, accessible and reassuring, while still capturing the energy and movement of sport. The identity needed to resonate with participants and feel welcoming to a broad audience, particularly older players who may be returning to the sport or engaging with it in a new way.

The colour palette draws inspiration from tones commonly associated with dementia awareness, helping create a sense of familiarity and reassurance for participants. Alongside this, a hand-drawn brand mark introduces flowing, dynamic shapes that echo the movement of a rally while maintaining a soft, approachable character. The result is an identity that balances warmth and energy, reflecting both the spirit of tennis and the supportive nature of the programme.

For us, projects like this highlight the role that thoughtful branding and visual identity design can play in sport. A well-considered identity helps programmes communicate their purpose clearly, build trust with participants and create a recognisable presence across venues, communications and community initiatives.

We’re honoured to have played a small role in bringing the Rally for Life identity to life and are excited to see the impact the programme will have over the coming years. We would encourage everyone to support the brilliant work being done by The Queen’s Club Foundation as this important initiative continues to grow.