Brand Identity
Brand positioning
Boston Athletic Social Club
Boston Athletic Social Club is a members-only tennis club built for the next generation - competitive sport, social infrastructure, and community, all under one roof. BASC targets the 21+ market segment that has outgrown recreational tennis but doesn't find a natural fit in the traditional country club model. The brand positions itself around three pillars: high-level competition, peer networking, and a social community experience that keeps members "on court". The country club model has not kept pace with its next generation of members. The tennis community has wants and needs that are specific to the cultural nuances of Tennis.