Padel Ceunah Club:
Building a Local Sports Community through Brand Identity
Role: Creative Strategist
Year: 2025
The Challenge:
Creating a Brand Identity for an Emerging Sport
PadelCeunahClub is a personal project born from my and my friend's passion for Padel, a newly popular sport. The challenge was to create a comfortable, friendly, and authentic brand identity for a Padel club aimed at a niche local community in Bandung. We wanted to attract beginners and build a community that was approachable and inviting, differentiating ourselves from the typical "fast-paced and sporty" aesthetic of other Padel clubs. This required a brand identity that felt both professional and deeply rooted in the local culture.
The Solution:
Culturally-Informed Branding & Community-Centric Content
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Strategic Naming & Branding:
The project began with the name "PadelCeunahClub," intentionally using local Bandung slang ("Ceunah") to make the brand memorable and create an immediate sense of familiarity and comfort for the target audience. This strategic naming set the stage for a distinct brand personality.
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Unique Visual Identity:
Through research, I identified that most Padel clubs use a very conventional sporty aesthetic. I chose to diverge from this by creating a visual identity based on Leisure Classic Sports, a trendy and more relaxed style that resonated better with our target audience. This creative decision was key to positioning the club as a welcoming community rather than a high-performance training ground.
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Content Strategy for Beginners:
I developed a weekly content plan for Instagram to maintain an active digital presence. The content was designed to be easily understood by newcomers, with a focus on simple explanations and beginner-friendly tutorials. This approach was crucial for demystifying the sport and encouraging new players to join.
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Community-Building Documentation:
To add a humanistic touch and build credibility, I also created content documenting each club session. These photos and videos showcased the community's fun and supportive atmosphere, providing social proof for potential new members.
Logo and Branding:
Social Media Contents:
Community . Padel 101
Social Media Contents:
Community . Padel 101
The Impact:
A Foundation for a Thriving Community
PadelCeunahClub has successfully established a foundation for a new, thriving sports community.
The project demonstrates my ability to:
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Build a brand from scratch based on a unique market opportunity and a clear vision.
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Conduct research and translate insights into a compelling and differentiated brand identity.
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Develop a holistic content strategy that not only promotes but also builds and nurtures a community.