With AI-enhanced ambient visuals, Village Green crafts a serene digital portal for On’s tennis stars

Sponsoring tennis superstars Iga Świątek and Ben Shelton marks a significant milestone for sports shoe and clothing brand On’s expansion into tennis. Through their new online portal, On Tennis Club, developed by Village Green, On can effectively manage and nurture these high-profile partnerships while maintaining their distinctive brand identity. “They had a basic system in place but wanted to elevate the experience for their athletes,” Lead Designer Peter Richardson tells us. “The management team had been travelling a lot – attending tournaments, visiting athletes at their local clubs and were inspired by the idea of the ideal clubhouse as a metaphor to build a new platform to engage with their athletes.” In shaping the visual and experiential direction of the On Tennis Club platform, Village Green drew from On’s existing brand identity while emphasising the sport’s visually graphic aspect. Stepping back from the high-octane, high-performance pressures of tournaments, the interface is instead inspired by the concept of linking up athletes on location and at their local training clubs, which Richardson describes as “a more intimate expression of informal training spaces, from their different bases around the globe.”