The Lawn Tennis Association (LTA) is the national governing body for British Tennis and their Mini Tennis programme acts as the entry point into the sport – aimed at children age three to ten years. In order to support the LTA’s ambition of getting more children to play tennis more often, Mini Tennis required an identity that would challenge traditional perceptions of tennis and appeal to a now brand savvy and demanding audience – keeping them engaged beyond the court. Driven by the thought of ‘mini game, big attitude’ a group of fun characters bring the programme to life, alongside the call to action to ‘earn your stripes’ – encouraging on going participation through reward and recognition.

The first twelve months since launch saw more children than ever participating in Mini Tennis, with an increase in numbers of 90%. There were also 35% more coaches and 56% more venues delivering the programme than before – with coaches saying they felt more confident and motivated in promoting the Mini Tennis brand.