Project Description

LTA National Tennis Centre

NTC CENTRE BRANDING

Opened in 2007 as the premier tennis facility in the UK, the National Tennis Centre (NTC) is the home of the LTA; the British governing body for tennis and Great Britain’s Davis Cup and Fed Cup teams.

It offers state-of-the-art tennis facilities, indoors and outdoors, for elite Men’s, Women’s and Wheelchair performance teams, including players like Andy Murray, Dan Evans, Jo Konta, Heather Watson and Gordon Reid. It also delivers junior and adult community projects.

It boasts some of the world’s finest facilities including 20 tennis courts covering all four Grand Slam surfaces, three padel courts, accommodation, a world-class sports science centre, high-performance gymnasiums and a self-service restaurant.

The LTA commissioned Alchemy Mill to refit all environments with a visual identity to characterise the facility as a centre of sporting excellence.

Working for the LTA for many years, we have had the pleasure of visiting the NTC many times and have always appreciated the award-winning architecture. We instinctively understood how to strike a balance with the building materials, the flow of the centre and the opportunity of this renovation to inject the player development principles with real passion – in key impact areas.

We undertook the design and installation during the COVID-19 restrictions. Returning players, colleagues, groundskeepers have been overjoyed with the new lease of life we’ve successfully breathed into the site. Subsequently, the facilities have been the backdrop to marquee tournaments like ‘Battle of the Brits’ and appeared on the BBC’s Children in Need tennis sketch, starring Andy Murray and Peter Crouch.

Deliverables

Visual Identity
Brand Evolution
Conceptual Design
3D Mockups
Logo Design
Bespoke Product Creation and Manufacturing
Full Production Management
Full Installation Management
Large Format Exterior Banners
Interior Wall Space Vinyl Graphics
3D Installation Feature Walls
Product Flags
Window Frosting
Door Wraps
Brushed Stainless Steel Entrance Logos
Branded Directional Signage
Copywriting
Site Surveys and Planning

A major requirement of the project was to link the main functions of the site which are the LTA’s administrative offices, the community playing areas and the elite performance facilities. We created a ‘ribbon element’ which honours both the existing LTA visual language and harmonises well with the building’s architecture and design, running up and down stairwells and linking all areas visually. The performance area is distinguished from the community / colleague areas with the use of red and blue, reflecting the work and prestige of the national teams. These areas cross over at the Deuce Bar communal area – where the green and blue design elements and ribbon meet the red and blue design elements and ribbon.