Case study
Marketing Strategy
Brand Identity
Website Design
Signage
The brief
Marketing Strategy | Brand Identity | Website Design | Signage | Ongoing Marketing
When Beechwood Lawn Tennis Club in Earlsdon, Coventry, approached First Image, the project was about more than creating a new website.
The club wanted to strengthen its identity, attract new members and communicate more effectively with the local community, while retaining the friendly, welcoming atmosphere that makes Beechwood special.
Rather than jumping straight into design, we started by understanding the club, its members and its ambitions for the future.
The result has been a wide-ranging project combining marketing strategy, brand development, website design, new signage and ongoing promotional support — all working towards a shared vision.
Every successful design project needs a clear direction.
We began by planning and delivering an interactive marketing workshop with key members of the Beechwood committee.
The session explored the club’s purpose, its strengths, the audiences it wanted to reach and the opportunities to improve how it communicates.
Together, we looked at what makes Beechwood different, the challenges of attracting new members and how the club could build greater awareness within the local community.
The workshop helped establish a shared vision and clear marketing priorities that would guide the work ahead.
Importantly, every design and marketing decision that followed was referenced back to the objectives established during that workshop.
This ensured the refreshed branding, website, signage and promotional materials weren’t simply individual design exercises, but part of a coordinated approach to helping the club move forward.
With the club’s objectives established, we refined its visual identity to create a more professional, recognisable and consistent appearance.
The refreshed brandmark, typography, colours and design guidelines provide a strong foundation for everything from digital communications to signage and printed materials.
The new website was designed to reflect the priorities identified during the workshop.
As well as modernising the club’s online presence, we focused on communicating its welcoming atmosphere, showcasing its facilities and making it easier for prospective members to discover everything Beechwood has to offer.
Engaging photography, drone video, clear navigation and carefully structured content all help bring the club’s personality to life.
The refreshed branding was carried through to new entrance and site signage, creating a consistent first impression for visitors arriving at the club.
The new signage improves visibility and wayfinding while helping to establish a stronger and more recognisable presence in the local community.
Our relationship with Beechwood continues beyond the initial redevelopment.
We’re providing ongoing creative and marketing support, producing promotional materials for events, membership initiatives, junior coaching and other club activities.
We’re also supporting improvements to the club’s online visibility, including its Google Business Profile.
Crucially, this ongoing activity continues to reflect the priorities and direction agreed during the original marketing workshop.
Beechwood Tennis Club now has a refreshed identity and a coordinated approach to its communications, with its website, signage and marketing materials all working together.
What began with a collaborative marketing workshop has developed into an ongoing creative partnership.
It’s a great example of how First Image combines strategic thinking with practical design expertise to help organisations build a stronger, more consistent presence.
From the first conversation to the finished design — everything starts with understanding what you want to achieve.
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