Baseline
Team
- Art Direction: Marina Embiz, Valentina Maccioni - Graphic Design: Valentina Maccioni - Photography: Freepik
Client
Project Overview
This project is a collection of editable templates created for Freepik, designed to simulate the brand identity of a private tennis club: Baseline. Conceived for premium sports environments, the collection speaks to clubs and institutions that seek to communicate prestige, discipline, and a contemporary sports culture. The set includes posters, business cards, and promotional materials — all designed to be versatile across print formats, while maintaining a cohesive, bold, and highly functional visual identity.
Fully editable in Adobe Photoshop, the templates are easy to customize and adapt to various communication needs.
Available on Freepik → https://www.freepik.com/serie/417606566
Objectives
The primary goal of the project was to develop a versatile and high-impact visual system tailored to a specific audience: private sports clubs, premium brands, and professionals in the sports and wellness industry seeking to convey a sense of prestige.
Another key objective was to ensure ease of use. All templates were designed to be fully editable and user-friendly, providing designers, marketing teams, and press offices with a streamlined and efficient toolkit.
Finally, the project aimed for maximum reproducibility and visual consistency across all formats — from print to digital — enabling the brand to maintain its distinctive look and feel across every touchpoint and communication context.
Concept
The visual identity draws inspiration from a post-luxury aesthetic, where minimalism and precision coexist in balance.
The creative direction is rooted in a key concept: the baseline — the foundation of the tennis court — interpreted as a symbol of control, strength, and accuracy.
Every element of the visual system stems from this idea, forming a modular and dynamic design language that conveys both tension and composure.
Design
The logo was designed by abstracting the lines of the tennis court — in particular the baseline, understood as both the technical and symbolic foundation of the game.
The result is a solid and essential mark, capable of conveying a sense of motion.
The acid-lime circles that appear across the compositions are an abstract synthesis of tennis balls: dynamic elements that disrupt the symmetry of the editorial grid, activating the visual system and giving it a distinctive character.
Typography
Special Gothic Expanded (logotype) and Inter (text system): a strong, legible, and well-structured hierarchy.
Visual Style
Clean, assertive, and modular. Designed to adapt seamlessly across all brand touchpoints.
Output
Institutional brochures, business cards, promotional materials, digital banners.