A strong and consistent visual brand identity is critical for any brand. With new audiences reaching out from Amherst to Canso, Syndey to Yarmouth, from young and old alike, Tennis Nova Scotia (TNS) and their training center—Sobey's Atlantic Tennis Centre—required a cohesive look and feel.

The Visual Identity Standards document describes how to implement an identity in support of the brand. Fundamentally, a strong brand is built on values. Bringing together the verbal (how they talk about TNS) and visual expressions (how they look) can increase awareness. A strong brand reinforces their conviction that tennis is a sport for everyone. Consistency of message and presentation improves their ability to attract and engage our broader audiences.

Under President Kurt Kamperman, an updated brand for Tennis Nova Scotia was developed in 2021. The primary motivation was better alignment with other provincial organizations and the national brand through shared graphic elements—rings and the racquet. Secondarily, the brand was initiated to better define Tennis Nova Scotia's relationship with the Atlantic Tennis Centre, its regional training facility for novice through elite players.