St George’s Hill, TLC

I led the end-to-end design and digital transformation for St. George’s Hill Lawn Tennis Club, focusing on modernising the club’s brand and member experience across both physical and digital touchpoints. The work centred on redefining the club’s identity while introducing a more cohesive, service-driven platform to support member engagement and operational efficiency.

Key challenges included evolving a legacy brand without losing its heritage, designing a scalable identity system for multiple contexts, and delivering a digital booking experience aligned with the expectations of a premium private membership environment. This required establishing clear brand guidelines, designing a new website, and creating integrated systems to support both member communications and day-to-day club operations.

The outcome was a fully refreshed brand ecosystem, including a new visual identity, centenary campaign assets, branded merchandise and apparel, and a redesigned website supported by a streamlined booking backend. The project enabled a more consistent member experience, improved operational workflows, and provided a foundation for the club’s long-term digital and brand evolution.