Joe & Scott embrace pickleball with a new sub-brand
Joe & Scott are one of Surrey and South London’s most popular tennis coaching programmes, delivering sessions for players of all ages and abilities across the area. Now, they’re expanding their offering into one of the world’s fastest-growing racket sports: pickleball.
With plenty of interest already building around their new pickleball sessions, Joe & Scott wanted to create a visual identity that would give this new side of the programme its own personality, while still feeling unmistakably part of the existing Joe & Scott brand.
Having originally created the Joe & Scott identity a few years ago, Wood & Ham were asked to revisit the brand and explore how it could evolve specifically for pickleball. Rather than creating something completely new, we developed a subtle pickleball sub-brand built from the existing identity. The familiar Joe & Scott wordmark remains at its heart, but the tennis ball elements have been replaced with the distinctive perforated pickleball, immediately giving the logo a new sporting context.
We also introduced a fresh green and yellow colour palette, giving the pickleball identity its own recognisable look while retaining the fun, approachable character of the original brand.
From there, we explored how the identity could come to life beyond the logo, including paddles, balls, apparel, court furniture and other branded touchpoints. The result is a flexible visual world that could grow alongside Joe & Scott’s pickleball programme as the sessions develop.
It’s a relatively small evolution of the original identity, but one that shows how a well-designed brand can adapt as an organisation grows, without needing to start again every time it moves in a new direction.
For Joe & Scott, it marks an exciting new chapter and another example of tennis and pickleball happily living under the same roof.
Take a look at our original Joe & Scott branding case study: Joe & Scott case study