Reimagining a Legend in Tennis: The David Sammel Brand Refresh

At Wood & Ham, we love working with individuals and organisations who are making a real impact and David Sammel is exactly that. With decades of experience on the professional tennis tour as a coach, consultant and mentor, David has built a brand around expertise, straight-talking insight, and a deep understanding of performance at the highest level.

From his bestselling book, to a popular podcast and sold-out courses, David’s reach within tennis is vast. But like many evolving personal brands, his digital identity had become fragmented and that’s where we came in.

David approached us to help digitally transform his brand, starting with a complete identity refresh. One of the biggest challenges was establishing a clear architecture between his master brand and his growing list of sub-brands, including Mindset College and Locker Room Power. It was important to create something that felt joined-up, yet flexible enough to evolve with his future plans.

Throughout the process, we were guided by David’s core values: a balance of approachability and directness, clarity of thought, and a grounded, honest tone that cuts through. The identity needed to reflect that, with a calm, confident visual style that reinforced his authority and experience without ever feeling inaccessible.

The result is a brand built on clarity and simplicity. A minimal colour palette ensures everything is easy to apply and remains consistent across platforms. The photography direction adds energy and focus, while still allowing space for David’s personality and message to shine through.

If you would like to discuss a project idea with Wood & Ham, just GET IN TOUCH.