STRATEGY + POSITIONING
The brief: Build a pickleball lifestyle brand that extends beyond the four walls.
The insight: Active, social millennials weren’t just looking for a new sport. They were looking for new friends.
The founders envisioned Rally as a modern country club: two bars, a restaurant, a café — all centered around eight pickleball courts. It wasn’t just a space to play, but a space to stay.
To complement that vision, we built a brand that reimagines connection. We positioned Rally as a social catalyst, a modern alternative to the country club built for city life and the loneliness era. We brought in a brand personality that was both refined and playful, bold and charismatic, aspirational but accessible.
From naming and identity to partnerships, digital channels, and print materials, we helped transform what could have been “just another sport facility” into a lifestyle brand that amplifies the energy, design, and spirit of the space itself.
VISUAL IDENTITY
Soup to Nuts
Everything you see from Rally was either illustrated, directed, designed or photographed by Carrie,
strategized, written, positioned or conceptualized by Mattie.
How We Brought The Brand To Life
01
We positioned Rally as an art-forward brand. All marketing was to be infused with the human hand, which allowed us to captivate our audience in a way that other brands couldn’t.
02 | Merchandise
We built unique merch collections that stood out against other pickleball concepts and earned the brand a reputation that would lead to future partnerships.
03 | Brand Imagery
Implementing strong visual direction across all aspects of the brand; from food & beverage captures to merchandise photoshoots — we made sure everything was executed with excellence & looked completely unique to the world of pickleball.
Digital Presence
04 | Instagram
Although Rally had one location in Charlotte NC, we built a global brand on Instagram.
From scratch, we conceptualized and executed social posts that were engaging, witty, artistic and visually cohesive.
We maintained a strategic approach towards Charlotte-specific marketing needs when necessary, implemented community building techniques,
and lost track of how many “this branding is insane” DM’s we got.
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