Saint-Urbain’s inclusive identity for Erne welcomes everyone to the wacky world of Pickleball

A combination of badminton, table tennis and tennis, Pickleball is making waves across the USA, making it one of the world’s fastest-growing sports. Creating a bespoke platform to provide player support, tips and information, as well as curated recommendations for gear and guides, Erne is seeking to be a Pickleball player’s one-stop-shop. Looking to reach the full spectrum of Pickleball players – from the uninitiated admirer to the professional sportsperson – Erne collaborated with NYC and LA-based creative agency Saint-Urbain on an inclusive, approachable visual identity; one that reflects the spirit and playfulness of the sport itself. “What we aimed to achieve was a modern brand that spoke to all ages and backgrounds,” Creative Director Alex Ostroff tells us, noting their desire for the identity to speak with sincerity, as well as candour. “It’s fun,” Ostroff explains, “but not a total joke.” Taking immediate inspiration from the sport’s own resolve, Erne’s wordmark is a custom creation from Saint Urbain, influenced by the duality of Pickleball. “It’s bold, confident, and unique,” Ostroff describes, “and designed to capture the essence of the game,” he adds, imbuing unadulterated happiness and a sincere sense of craftspersonship within its construction.