Badminton England have organised an event to promote their sport to urban young professionals. Their aim is to position the sport as “hip” and “tougher than it looks” in response to the misconception that badminton is easy and therefore not very cool. They hope to persuade young adults who might play other racket sports or go to the gym to give badminton a go instead.
The design direction behind this event campaign was to find a visual and engaging way to show how tough badminton really is. Simple dots and lines are used to depict the various physical aspects of the sport, in hopes of drawing in the viewer to want to learn more.