Looking Back at Our Rebrand and Website Project for Woking LT&CC
- Lewis Woodham
- Dec 9
- 3 min read
Woking Lawn Tennis & Croquet Club is one of the most established racquets venues in the South East, known for its strong community culture and high standards on and off the court. As the club prepared for its next decade of growth, they recognised the need for a refreshed brand identity and user-friendly website that would reflect their values, engage their members, and present a modern, welcoming face to prospective players.
At Wood & Ham, we were thrilled to support Woking LT&CC through this transition — a project that brought together brand strategy, visual identity development, and a full website redesign.
Why Woking LT&CC Wanted Change
Although the club had a long-standing reputation for excellence, its previous identity no longer represented the ambition and inclusivity the committee wanted to champion. Membership was growing more diverse, digital expectations were shifting, and the club wanted to ensure its brand felt aligned with the forward-thinking direction it was heading in.
They needed a refreshed identity that blended tradition with modernity, and a website that acted as both an accessible hub for existing members and an effective tool for attracting new ones.
Shaping the New Brand and Identity
We began the project with a series of strategy workshops involving committee members and key stakeholders. These sessions helped us define the club’s core values, community, inclusivity, heritage and high standards and uncover the characteristics that needed to guide the visual identity.
Drawing inspiration from Grand Slam tournaments, wider tennis heritage and the history of croquet, we developed a design system where colour, iconography, and typography worked together to feel both familiar and elevated. The goal was to give Woking LT&CC a distinctive presence that paid tribute to its heritage while aligning it with the expectations of today’s players.
The result was a flexible identity toolkit that could be used confidently by the club across signage, communications, social media and more.
Building a Website for a Modern, Multi-Generational Club
With the new brand established, we moved into the website design and build. Woking LT&CC has a uniquely broad membership, from juniors to players well into their 70s and 80s, so user experience, clarity, and accessibility were essential.
We designed the site to act as a welcoming portal for everyone who interacts with the club. The layout prioritised easy navigation, a mobile-first approach (reflecting user data), and clear pathways for enquiries, membership information, coaching, and competitions.
High-quality photography, clean design, and intuitive structure helped create a digital “shop front” that feels warm, friendly and reflective of the club’s values.
The Impact
Since launching the new brand and website, Woking LT&CC has reported a notable rise in member engagement and enquiries, as well as strong positive feedback from players and volunteers. The refreshed identity has helped the club present a more unified, confident image at a time of rapid growth, while the new site has made communication easier and more user-centred.
With more than 60,000 site sessions and a 25% increase in enquiries, the digital transformation continues to support the club’s long-term ambitions.
A Project We’re Proud Of
Looking back, this project remains one of our favourite examples of how thoughtful branding and a well-designed website can support a sports club’s identity, membership strategy, and community impact. We loved working with the Woking team, and it has been brilliant to see how the brand continues to grow with them.
If your club or sports organisation is exploring a rebrand or wants to create a more engaging website for members, we’d be happy to chat. Just get in touch HERE.