BackCourt

Introduction

VERSEATILE partnered with Shivane Ahuja's vision to build BackCourt — a challenge to create an identity that would transcend being just another sports facility. Rooted in the fast-growing worlds of padel and pickleball, the task was to establish BackCourt as a cultural hub where modern play, lifestyle, and community converge. From defining core values and visual identity to building the messaging architecture and storytelling, we shaped a brand built to: → Champion the rise of new-age racket sports → Build authentic connections on and off the court → Reflect the rhythm of an active, aspirational lifestyle BackCourt is more than a venue — it’s a movement, a mindset, and a meeting ground for people who believe every game is an opportunity to live fully.

Year

2024

Industry

Sports Facilities

Scope of work

Branding

Timeline

12 weeks

Introduction

Year

2024

Industry

Sports Facilities

Scope of work

Branding

Timeline

12 weeks

The Challenge

BackCourt set out to launch as more than just a padel and pickleball facility — it needed to establish itself as a lifestyle destination. The challenge was to create a brand identity and strategy that could capture the energy of two rapidly emerging sports while also positioning BackCourt as a cultural hub rooted in community, modern play, and aspirational living.

The challenge was to create a brand identity and strategy that could capture the energy of two rapidly emerging sports while also positioning BackCourt as a cultural hub rooted in community, modern play, and aspirational living.

Live Project

The Solution

VERSEATILE developed a complete brand system — from core values and visual language to messaging and storytelling — that reflects both sport and lifestyle.

The identity was designed to champion emerging sport culture, build authentic connections, and communicate a fresh rhythm of active living. By going beyond the court, BackCourt now stands as a movement and a meeting point for a new generation of players.