McNamara
Brand Refresh
Kevin McNamara & Son have been designing and constructing Victoria's finest tennis courts since 1973. In that time Kevin McNamara & Son has built more than 1500 tennis courts and established a reputation for quality unsurpassed in the industry. Lemonade was engaged to refresh the McNamara brand. A corporate identity was designed and developed to align the company's reputation and vision with the brand.
We employed a typographic solution where the letter ‘m’ was designed to suggest a water splash, the bouncing path of a tennis ball and the growth of a plant in the landscape – encompassing all three core services of the McNamara offer. Part of our strategy saw the name simplified to ‘mcnamara’ which will work to represent both current and future generations. This strategy assists with name re-call and ensures it is future-proof.
A simple modern typeface has been employed to compliment the ‘m’ symbol and will ensure the mark is relevant for years to come. A lime green colour has been applied to represent the core offer of the business and is supported by a dark warm gray to ensure it is differentiated yet remains relevant and professional to the market it serves. A dynamic supporting visual language was also develop to add a strong personality to the brand and help it stand out from a sea of tennis balls, pools and plants.
The result is a mark which is bold, strong, dynamic, contemporary and professional. It is clearly differentiated from its competition and positions Kevin McNamara & Son as innovative high-end manufacturers of tennis courts, pools and landscapes.
Services used
- Brand Research
- Brand Positioning / Repositioning
- Brand Refresh
- Brand Development
- Name Development
- Stationery System Design
- Brand Guidelines Development
- Corporate Advertising
- Annual Reports / Prospectus Design
- General Graphic Design Development