Based at the leading UK sports facility Hallamshire Tennis & Squash Club, the Apex Programme provides squash and racketball coaching for those new to the sport or those aspiring to national titles. Field were approached to create an eye catching brand for the programme as part of major refurbishment of the nine squash courts. Working closely with Director Neil Guirey and three-times World Champion squash player, Nick Matthew, we were charged with creating an identity that was inclusive of the full range of players from juniors up to adults.
We created a distinctive and dynamic logo which outlined the movement of a tennis or squash ball round a court. The end of each letter of the word Apex is also punctuated by the shape of a ball. We were mindful that our design would need to work well across diverse applications from on court banners to the website and printed materials.
We were also asked to brand part of the Hallamshire, as the Apex Programme area. For this we created life-size vinyl images of Nick Matthew and junior players as well as sporting-themed quotes all designed to inspire each generation of players. We also created acrylic boards housing information about the programme and digital photo frames for future tournament news and events.
The Apex Programme launched officially in February 2016, with exhibition matches from the junior squad, as well as world-ranking, Nick Matthew and Ashley Davies. The event was a huge success, drawing attention from Calendar News for Look North as well as positive feedback from players of all ages. You could say we smashed it!