Sports Equipment Branding + Collateral
FURI Sport is disrupting tennis with cutting-edge technology and fashion.
Tennis has long been the domain of wealthy suburban country clubs which feel exclusive and inaccessible to outsiders. FURI Sport aims to change that by creating better, more affordable rackets and a lifestyle brand around tennis that feels inclusive.
Our task is to create a brand that visually communicates its mission, gives it brand recognition, and sets it apart from the other brands on the market.
Logo Design
The logo needed to communicate speed and confidence as well as being instantly recognizable. We developed a number of concepts before landing on the final design.
Final Wordmark & Monogram Designs
Buyer Personas
We start off with buyer personas to target their ideal customers' behavior, motivations, and goals.
-
Lana ran track in high school and enjoys competitive sports. She recently graduated from college and moved to Denver for a marketing job at a start-up company. She is looking for a sport to challenge herself and meet new people. While she finds tennis courses at a community center, she's disappointed by the rackets available in her budget.
She first reads about Furi Sport on a tennis forum. She's impressed by their commitment to quality at an affordable price. After much online research, she orders one online and tests it to make sure it stands up to its claims. Satisfied, she decides to keep it and recommends it on her Instagram account.
-
Damion (35) is a math high school teacher in Brooklyn. A few nights each week, he blows off steam by heading to the gym. He enjoys trying new sports, and when a time slot opens up for the tennis court near his home, he signs up. After a couple of years of playing with a borrowed racket, he decides to splurge and get himself a new one.
He's expecting to pay a lot, but he is excited when a friend tells him about a new, high-quality racket called Furi. That weekend he goes to the sporting goods store and tries out the racket. Impressed, he buys it immediately.
Visual Concept for Rackets
Hand painted initial concept to final product
Branded Apparel
“I’ve had the pleasure of working with Larissa for over 8 years.
The sign of a great designer is their ability to understand the scope of the project and understand what will be needed to execute the vision with the tools at their disposal.
Larissa does this effortlessly, or at least makes it look effortlessly regardless of the category.”
— ERICK MATHELIER, Founder FURI Sport
More to come
We are continuing our work with Furi as both a design agency and in the role of design advisor.
