Project Proposal
Branding Strategy
for Maison Padel
Brand Strategy
Brand Identity
Digital Experience
Launch Direction
Welcome.
Hi Courtney & Simon,
You came to us looking for a logo. What I want to show you is what we can see for this brand if we approach it properly.
A well-built brand is not just a logo. It is the moment someone lands on the website and immediately knows the kind of venue they are walking into.
The language in the booking confirmation. The way a member is acknowledged after their first game. The feel of the uniform. The water bottle in the pro shop. The soft launch campaign that has people on a waitlist before the doors open. The app that keeps members coming back.
The community that makes Maison Padel somewhere worth belonging to, not just somewhere to play.
All of that starts with getting the foundation right. So we have structured the work in layers.
Everything needed for the hoarding, social presence, and early member capture.
Ready in four weeks. No more than what you need right now.
The full build: brand strategy, complete identity system, customer journey, digital experience brief, retention framework.
The foundation everything else builds on.
Are scoped at Phase 1 completion, once the brand is locked and the build requirements are clear.
This is where we bring in the right people - the best photographer, the right developer, the production team for film - and act as creative director across all of it.
The commercial case is clear.
Padel participation in Australia is up 50% year-on-year.
Brisbane has no premium operator.
The venue that sets the standard first will be very hard to displace.
THE BRIEF → OUR SOLUTIONS
THE SITUATION
Council approval is imminent. The hoarding goes up the moment it lands. You need something that looks the part right now, and a pre-opening presence that starts building demand before a single court is open.
OUR SOLUTION
Phase Zero - Rapid Brand Foundation
The window between approval and opening is one of the best marketing opportunities a new venue will get. It is the time to build mystery, signal exclusivity, and start a founding member waitlist before a single court is playable. Done well, Maison Padel has a community forming before it opens.
Includes:
Brand positioning statement: who Maison Padel is for, what it stands for, what it is not
Logo and primary mark (Inclusive of 2 revision rounds)
Colour palette and typography system
Hoarding artwork, production-ready
Pre-opening social strategy: Instagram primary, content that builds buzz and exclusivity around the build
Founding member waitlist: landing page brief, email capture, early community communications
Pre-opening content direction: language, tone, and initiative ideas to generate interest and mystery around the site
One-page brand guide for immediate use by any third party: builder, signage supplier, PR
Outcome
Maison Padel is visible before it opens.
The hoarding says the right thing. A founding member waitlist is growing. The right people know something worth waiting for is coming
THE BRIEF → OUR SOLUTIONS
THE NEXT LAYER
With construction underway and the hoarding up, you need the full brand system: the strategy, the complete identity, and the documented foundation that every supplier, developer, and contractor can work from.
OUR SOLUTION
Phase One – Full Brand & Identity
Phase 1 is the full build. This is where we lock in what Maison Padel is, who it is for, how it speaks, and what it will never be. Clear enough that anyone working within the brand knows exactly what they are doing.
Everything from Phase 0 gets built out fully here. The identity is completed, the strategy is documented, and the foundation is in place that Phase 2 builds on.
Includes:
Full brand strategy document: positioning, audience definition, brand personality, values, competitive landscape, and expansion framework
Messaging framework: key messages by audience, tone of voice, language reference
Extended visual identity: full logo suite, iconography, brand patterns, photography art direction
Tone of voice guide with written examples across all primary touchpoints
Customer journey map: from discovery through first booking, first visit, membership conversion, and long-term retention
Digital experience brief: website structure, app requirements, booking flow, member portal
Retention framework: email sequences, member onboarding flow, post-session communications
Brand application templates: signage, membership materials, digital touchpoints, cafe and menu collateral
Complete supplier-ready and production file package
Two strategy presentations with structured feedback sessions. Two identity reviews.
Outcome
A complete brand system.
Every touchpoint accounted for, every decision documented. Built to carry across a second site without starting over.
THE BRIEF → OUR SOLUTIONS
THE BUILD
The venue is taking shape. Now everything needs to come to life: every screen, every surface, every interaction. The website, the app, the collateral, the uniforms, the launch.
OUR SOLUTION
Phase Two – Brand in the World
Phase 2 takes the brand from Phase 1 and puts it into everything. This is a project with a defined scope and a defined fee, scoped once the brand direction is locked. It ends with the venue open and the brand fully live.
Soft launch activates the founding community from Phase 0. Hard launch opens Maison Padel to the market.
Can Include:
Website: design and build, optimised for membership conversion and court bookings
App creative direction: UX and visual direction for the member app, booking system, and court scheduling
Booking system UX brief: friction-free flow from discovery to confirmed court time
Member portal design direction
Physical collateral: menus, membership cards, welcome packs, printed materials
Uniforms and staff presentation direction
Wayfinding and in-venue signage system
Soft launch: founding member communications, pre-opening event direction, waitlist activation
Hard launch: launch event creative direction, PR kit and press assets, launch campaign
Photography direction for launch shoot
Outcome
Maison Padel opens. Everything looks and feels like the same brand. The founding community is engaged. The market knows what it is.
We don’t just make it look good… we make it make sense.
INVESTMENT→
Based on your brief, we have structured a phased approach designed to deliver what Maison Padel needs, when it needs it – from immediate public presence through to full launch and beyond.
TIMELINE→
This is a rough timeline, and we can absolutely move with the needs of the business. As long as we have enough notice, we'll keep things flowing.
If you have questions…
FAQ’s
-
These fees cover our strategy, design, and creative direction. They don't include third-party or production costs: font licenses, printing, photography production (we direct the shoot, but the photographer's fee sits outside our scope), website hosting, domain names, and platform subscriptions. We flag every one of these before any spend is committed, and nothing out of scope is bought without your approval.
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Because the scope of Phase 2 depends on decisions made in Phase 1. Until we know exactly what the brand requires - the right developer for the app, the appropriate production scale for launch, the full collateral list - giving you a number would mean either padding it unnecessarily or pricing something that doesn't yet exist. Scoping at Phase 1 completion means the price reflects the actual work, not a guess.
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Yes. Part of our role in Phases 2 and 3 is acting as creative director across all external suppliers. We brief photographers, oversee developers, manage print production, and coordinate any other contractors. You deal with one point of contact across the entire build.
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Each phase requires a 20% deposit to commence, with 80% payable on delivery of final files. For any phase of $10,000 or more, we're happy to structure a payment plan across the timeline. Just ask.
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Yes, and we recommend it. Phase 0 is designed to move quickly, and the sooner we lock in a start, the more lead time we have before council approval lands and the hoarding goes up. Everything else follows from there.
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No. Phase 0 stands on its own, and it's the piece you need most right now. Most clients continue into Phase 1 to keep momentum and lock pricing, but you're never committing to a stage before it's scoped and agreed.
Thanks,
Courtney & Simon.
Learn more about us below
No Agency is a strategic creative direction practice for founders who understand that design is leverage, not decoration.
Led by Tess Maguire, with 20 years of industry experience, we work independently and alongside a trusted network of external creatives – deliberately small, deliberately not a traditional agency. Our work spans brand identity, strategy, creative direction, packaging, and websites. The brands we build are bold, considered, and built to hold up.
Our clients are typically in hospitality, lifestyle, and founder-led spaces. What they have in common is a point of view worth building around. Strategy comes first, always. Execution follows.
We're transparent about what we do and what it costs – not to make the decision easier, but because the right fit matters more than a closed deal. If this feels like it was written for you, it probably was.
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