A conceptual brand identity exploration for a tennis-focused community centered around performance, discipline, and modern athletic culture in West Hollywood, USA.

The Tenacity WeHo visual identity is built around a custom wordmark where the letter “C” subtly transforms into a tennis ball, creating a simple but distinctive connection to the sport while preserving a clean and contemporary aesthetic.

The direction combines minimal typography, confident spacing, and a refined visual system designed to feel energetic, premium, and adaptable across digital and physical applications.