Kings County Tennis League • Brooklyn, NY
Responsible for all designed materials, brand management
May 2012 – February 2015
Kings County Tennis League is a free tennis program that serves over 100 kids at four New York City Housing Authority (NYCHA) locations in Bedford-Stuyvesant, Brooklyn. KCTL uses tennis as an instrument for youth development and mentoring, and community building. Note: I was also a KCTL volunteer instructor/mentor for four years at Tompkins Houses.
KCTL grew rapidly in 2012 and needed an expanded presence online and in the community. Working with the executive board, I devised a strategy for their print materials, website and social media to communicate with their diverse audiences: youth athletes, parents, volunteers, sponsors, donors, community leaders and the general public.
As KCTL grew, each site received its own specific logo and colors. I put these four logos, the primary KCTL logo, and the site colors together into a coordinated branding system to be used across all materials and mediums. Designing this system helped streamline the administrative work for KCTL, for example, organizational documents for 100+ youth athletes, parents and volunteers across four locations, as well as top-level KCTL documents, became instantly recognized and easily filed by color.
In addition to creating and implementing the brand, I protected it. As KCTL’s reputation broadened in the community, a consistent visual approach made soliciting donations and fundraising easier, better received, and importantly, more memorable. Even though the program was young during my tenure (less than five years old), KCTL was routinely perceived as more experienced and well-organized, in part due to it’s coherent branding strategy.
My role at KCTL extended beyond print designer. I also acted as copywriter, online content editor, social media manager, publicity contact, intern supervisor, photographer, community representative, head of the fundraising subcommittee, event management, and more. Click to view my web-related work for KCTL.