Tennis Alberta is the governing body for tennis in Alberta, dedicated to growing the sport at every level. They deliver high-quality programming, robust competitive structures, and engaging community events. Their logo was first established through BLKWTR Creative, which showcased the iconic Alberta Rocky Mountains through the “strings” of the tennis racket. Under new management in their marketing department, Tennis Alberta sought to revamp their logo and branding to be in alignment with Tennis Canada. Using the old logo as a base, the new logo and brand identity aimed to honour its past while establishing its place in Tennis Canada’s provincial associations.