Branding and Wayfinding for Tel-Aviv-Jaffa’s Tennis Complexes
The three northern tennis sites – 2 Shetrit Ave.(National Sports Center), 67 Rokach Ave., and 4 Rokach in Park HaYarkon – were brought into municipal ownership for the first time and became part of Tel-Aviv-Jaffa’s leisure and sports network. The challenge was to unify the messaging and visual language of three separate venues into one clear, consistent user experience under a distinct municipal brand: from the entrances and office/administration areas, through a double-digit number of courts, to the equipment rooms and coaches’ areas.
Unlike enclosed interiors, open, large-scale court complexes require multi-layered wayfinding solutions – readable both up close and at a distance, combining functional signage with a welcoming experience, and robust to changing outdoor conditions. We designed a unified branding and signage system: a clear information hierarchy, outdoor-legible typography, color coding, and consistent markers across the entire user journey – from arrival points that serve professional athletes, children and families, and coaches, to operations and staff. The result is a single leisure-and-sport experience that speaks a distinctly “Tel-Avivian” civic language—clear, accessible, and professional.
