This is the unselected direction for Zero Zero Two – still meeting the needs of the brief, the client opted for a version that had put it more in line with other athletic brands vs. sports clubs. Even if a concept doesn’t make the final cut, it still reflects strong design thinking, creative strategy, and a clear connection to the brief.
Zero Zero Two is a premier pickleball club in the heart of based in Fort Collins, Colorado. The club is locally and player-owned, focused on performance and improvement, and committed to creating a better playing and customer experience.
This concept played with a dual identity—the “Z” acts almost like an anagram, doubling as a “2” and visually linking to the slash seen in the main “Two” lockup. The branding was designed to reflect a club for people who love the game, while walking the line between modern and stylish.
The orange, green, and off-white palette was inspired by pickleballs, but softened to create a more elevated, club-like atmosphere. The colours work in various combinations to bring warmth, contrast, and a sense of laid-back hospitality.
At the heart of the concept was a simple idea: create something by the players, for the players. From merchandise to posters to brand elements, the goal was to give both Founding Members and regulars something they could feel proud of—something that reflects the community they’ve built together.
While the final colour palette chosen for the brand had a completely different energy, this version still holds something beautiful. It’s bright, playful, and refined enough to fit the club’s vision.
