ARROW, straight as an arrow

Before drawing anything, we looked again at how ARROW was seen and where it stood among tennis equipment brands. Through a brand audit and a workshop with leadership, both sides agreed on what ARROW actually sells: not a machine, but a player's steady progress, in the spirit of the more precisely you train, the more you win.

From there, the positioning was tightened around two words: precision and speed, the two qualities an arrow and a ball machine's shot both share. This became the throughline, so that every machine line, however different its configuration, speaks the same promise.

The ARROW mark is a red arrow launching forward, trailing speed lines, fused into the wordmark, so it reads as motion. The colours were chosen decisively: red for speed, black for mechanical strength, white to keep everything clean and clear. The identity system was built to be read at a glance as fast, strong, precise, true to a high performance sporting device.

With many machine lines, it is easy for each to end up looking different. We wrote the brand guidelines: how the arrow is placed, how the speed lines are used, how far the red can go before it stops, so the machine box, the flyer and the trade show sign all remain the same ARROW. This is where an identity system differs from a logo: it is the set of rules that keeps an entire product range moving in one direction.

A precise machine needs a box worthy of it. We designed the packaging system for the machine lines, so that everything from the carton to the print finish conveys solidity and professionalism, an unboxing that reveals a product made with care.

Alongside this came the company profile and corporate documents ARROW needs when sitting across from distributors or overseas partners. For a technical product sold across borders, the polish of the document set is the first proof of the machine's own polish.

Ball machines are sold wherever a ball flies: training courts, clubs, sporting goods expos. We built the sales and marketing toolkit, from the machine line catalogue to sales collateral, so the sales team and distributors have tools that persuade instead of just talking.

Alongside this came the POSM and event set: backdrop, standee, court signage, so ARROW appears at expos and on the court with one consistent face, recognisable from a distance. In a market that is entirely international competition, being recognised instantly is half of being chosen.