Providing exceptional athletics and a warm social community where members truly belong.
As the Toronto Lawn Tennis Club continued to grow, it became the perfect moment to refresh its Instagram presence. The previous style, while capturing the club’s lively community, called for a more polished and cohesive identity. The rebranding aimed to introduce a refined, modern look that truly reflects the club’s rich traditions and exceptional member experiences.
1. Visual Consistency and Color Palette
- Unified Aesthetic: We applied a consistent filter across all images to create a cohesive look. This helps each post feel like part of a larger story, making the feed visually pleasing and professional.
- Photo Series and Carousels: We introduced photo series and carousel posts to provide a more comprehensive view of events and activities. For example, a carousel post might feature a day at a club tournament, from preparation to the final match, allowing followers to experience the event step by step.
- Adapting Brand Colors: We focused on using blue and green, which are the key colors from our brand guidelines. These colors not only align with the tennis environment but also reinforce the club’s brand identity, creating a calm and inviting atmosphere that feels true to TLTC’s values.
2. Content Strategy
- Highlighting Daily Life: We began featuring more members’ faces and everyday activities at the club, such as casual matches, facility use, and community events. This makes the content more authentic and helps followers feel more connected to TLTC and its community.
3. Engagement and Interaction
- Encouraging Member Contributions: We started encouraging members to share their own photos and stories, which we then repost on the official account. This not only adds variety to the content but also makes members feel more connected to the club.
- Interactive Features: We increased the use of Instagram Stories for quick polls, Q&A sessions, and member spotlights. These interactive elements helped boost engagement and made the club’s social media presence more dynamic.
4. Video Content and Reels
- Tips and Tricks: We added reels featuring tennis tips, fitness advice, and healthy snack recipes for after a match, adding value and positioning TLTC as a helpful resource.
- Short Interviews: We included brief video interviews with members and staff, sharing their experiences and offering insights, making the content more interactive and personal.