Table Tennis England
Table Tennis England (TTE) is the governing body for table tennis across England — an Olympic and Paralympic sport that has achieved remarkable success on the world stage. When TTE approached me to support the development of TTKidz, I was tasked with creating a full sports brand design programme that would give young people an inspiring, engaging, and genuinely fun first experience of the sport.
TTKidz was conceived as a way to grow participation at grassroots level — getting the next generation excited about table tennis through clubs and community venues across England. To do that effectively, the brand needed to feel distinct from the parent TTE identity while staying clearly connected to it. The sports brand design I developed gave TTKidz its own energetic personality, tone of voice, and visual system.
The scope of my involvement was broad. Key deliverables included:
- Establishing the brand story, personality and tone of voice
- Defining the marketing plan and strategy
- Collaboration with TTE’s technology partner to design and build a dedicated website with full e-commerce and booking functionality
- Art direction of photo shoot and promotional videos
- Leading the development of the delivery toolkit for national and local level
- Supporting the rollout programme
- Project management throughout
The results have been significant. TTKidz has been widely adopted by clubs up and down England — a strong validation of the sports brand design programme and the strategy behind it. The success of the work caught the attention of Table Tennis Australia, who syndicated the TTKidz brand for use in their own market. That international reach is a genuine testament to how well the brand and programme had been built.
I was invited to present at two national Table Tennis England conferences — in 2019 and 2021 — including delivering a brand workshop for member clubs and organisations. It’s a collaboration I’m incredibly proud of.