Oncourt had a recognisable logo, but the identity around it lacked clarity and cohesion. The challenge was not to reinvent the brand, but to build a stronger system around what already existed. The logo was deliberately kept, shifting the focus to visual language, tone, consistency and how the brand should feel across touchpoints.

Colour played a key role in the refined identity. The palette was developed from the surfaces players compete on across different tournaments and leagues from clay courts like Roland Garros to other professional playing conditions directly informing the collections they belong to.

The renewed identity was translated into a clear visual direction for product and lifestyle content. Every decision was guided by restraint and coherence, allowing the brand to feel more grounded, confident and credible without losing its original character. I led the art direction for the new shoots and curated the photographer to match the brand’s tone and ambition.