We partnered with industry experts to define a new kind of athletic club centered around fitness, pickleball, and community. From naming and strategy to a full visual identity, Yello is as vibrant and welcoming as the community it’s built for.
Yello Athletics
fitness + pickleball + community
Services
- Naming
- Brand Strategy
- Branding and Identity
- Message Architecture
- Experiential Design
- Signage and Wayfinding
- Social Media Assets
Say hello to Yello
In an emerging industry where clubs named with pickleball puns are the norm, Yello speaks in its own voice from the start. Sunny and warm, the name welcomes all. It’s no coincidence that it looks and sounds like a friendly “hello.”
The wordmark and color palette take a hard turn away from the typical tough-guy gym aesthetic. The letterforms are simple, dynamic, and balanced. The quirky color palette — built upon pickleball yellow — signals a different fitness club and social experience.
Serving it up
A website and robust social media toolkit build awareness in anticipation of opening. The teaser campaign employs insider terminology to playfully welcome newcomers and provide a wink to gym rats and experienced pickleballers.
Building the case
A pitch deck and a suite of supporting visuals share Yello’s value proposition with investors and partners. From mood and market to operations and financial models, it supports conversations around real estate and growth markets and communicates the atmosphere, audience, and business model for future club locations.
Designed for expansion
With multiple locations in the works, a package of signage and environmental graphics delivers a consistent brand experience with the economy that comes with repetition.
