12 metres is what elevates your game.
Three padel enthusiasts came together to create a premium indoor complex south of the Tagus River. Shift was the agency responsible for the Club’s branding, a project that was recognised with a trophy at the Lusophone Creativity Awards.
As a collective and social sport, padel is probably one of the fastest-growing sports today. At the same time, Montijo is one of the municipalities within the Lisbon metropolitan area experiencing the strongest growth in residential development. Taking advantage of the opportunity to create a space dedicated to the sport in a municipality undergoing significant expansion, Twelve Indoor Padel was born.
Benefiting from its status as the most recent indoor padel complex south of the Tagus River, it stands out for having one of the highest ceilings in the country. Twelve metres of height allow players to fully maximise their game. Eight courts provide the stage to do so.
Crafting a unique experience.
The strong retention capacity that padel demonstrates was both an opportunity and a challenge. An opportunity because there was a clear market for Twelve; a challenge due to the strong relationships many players have with clubs they already know.
The challenge, therefore, was to create a brand and a signature capable of positioning the sport and establishing the club within its geographic context. To achieve this, it was essential to gain an in-depth understanding of the business, the target audience (their behaviours and expectations), and the unique selling proposition of Twelve Indoor Padel.
A brand built on play and connection.
The logo is inspired by the height of the courts, with the twelve metres represented vertically through Roman numerals (XII). It is also influenced by the dynamics of the game itself, with the four endpoints of the “X” symbolising the four players and the movement of play.
The chosen typography features subtle details that allude to the speed of the sport. The different colours within the palette reflect the diversity of audiences and playing levels within the target group, as the club is accessible to all padel enthusiasts.
Height, scale, agility, strength, dynamic innovation and diversity were the guiding principles.
The tagline reinforces the courts’ main distinguishing feature, making a subtle reference to their twelve-metre height. While evoking the scale of the space, it also alludes to the club’s overall quality — from its WPT courts to the coaching team and the facilities.
The project was recognised by the Lusophone Creativity Awards, receiving a Bronze award in the Design/Branding category.
“Shift's immersion in the project and the business was fundamental, which, combined with the creativity of the team, made the result far exceed our expectations.”
Filipe Araújo
Founder – Twelve