Aces in Motion

Brand Identity Refresh

A new look for life beyond the court

Aces in Motion (AIM) is a dynamic after-school program known for building character through tennis. But its impact goes far beyond the court. As the organization welcomed a new Executive Director and expanded its focus on academic success, emotional well-being, and life-skill development for underrepresented youth, it needed a modern brand identity to match its mission. The previous look felt outdated, childish, and too focused on tennis, limiting how the community understood AIM’s full mission.

I partnered with the AIM team to reposition the brand, honoring its roots in tennis while broadening the story to reflect a deeper commitment to holistic youth development. The updated identity is bold, confident, and better aligned with the students and communities AIM serves.