Playtomic
We created a digital product strategy and a brand foundation for Spain’s first racket sport unicorn. From the digital to the physical world, communicating the movement from startup to scaleup starting from the concept of “life’s better when we play together”.
We beat Tinder for
perfect Matches
Capabilities
Brand Strategy
Brand Platform
Visual Identity
Tone of Voice
App Design
Digital Product
Design System
BRIEF
Playtomic is one of the first Spanish sports scaleups and the first Spanish unicorn with a global impact on the industry and international presence in the Nordic, LatAm, and Middle East markets. They have developed a successful growth over a few intense years being now the undeniable leader of the racket sports community which collaborates with strong players such as the World Padel Tour, and top winners as Fernando Belasteguín, Ale Galán, Marta Marrero, Marta Ortega, Carolina Orsy, and Fermin Ferreyra.
They approached Erretres to express this movement from startup to scaleup, from app to social network; in short, to represent the new Playtomic: the biggest and most loved brand beneath the padel community.
STRATEGY
The main insight to build the new Playtomic was to capitalize a movement from a ticket app to a whole ecosystem to immerse into padel. From the fingers of the user, to the merge of the physical and digital worlds. From playing, to living, loving, to enjoying. We follow a defiant, but atonishing process to give the Playtomic brand the foundations it deserves. Matching their team to come up with a product we feel strongly proud of.
STRATEGY
CONCEPT
The creative concept “life’s better when we play together” works as a brand motto to synthesize the philosophy of the new Playtomic: a strong, interactive, and joyful community of racket locos that challenges themselves to feel not just good, but awesome. The visual identity plays on the duality of the word “match”, meaning both the perfect match between two people as well as the match that is played out on the court when these people come together.
LOGO
We embodied this whole new spirit with a brand-new iconic visual identity. The symbol comes from the energy that the pitch is imbued with during the game, an energy which makes the court twist and form the “P” from Playtomic. The wordmark was designed to elevate the perception of the brand as it matures from a startup to the leader within its sector.
VISUAL IDENTITY
The rich visual identity that Playtomic needed to properly express itself across a variety of touchpoints all came from the concept of the pitch, with a graphic system based on the lines of a pitch and various other graphic elements born of this energy and change in perspective.
APP
We designed an app featuring ground-breaking utilities, to play with ourselves or with others, to measure the improvements or to find our perfect match. Literally. The new Playtomic comes from the community and has been created for the community, a short of social space that merges both the digital and physical social atmospheres into one destination for all the racket players.
Enjoying this project?
As a strategic brand, design, and digital consultancy, at Erretres we’ve developed international projects for sectors such as media, sports, tech, startups, tourism, travel, fashion, gastronomy, real estate, and hospitality.
APPAREL BRAND
Part of the Playtomic’s new commitment to building a community came in providing the community with a range of apparel and merchandise designed to meet the specific needs of racket sports players. We worked alongside the Playtomic team to develop how the new brand would be applied to apparel, as well as working on the creative direction of the types of clothing, materials, and all of the details which could be included to make special and quality garments and accessories. We also defined the website, labeling, and packaging, taking into account the entire user experience of ordering and then receiving these goods.
