Sportium – Sports Complex Re-design

Project Date: 2022

1. Project Description

The client, formerly known as Racketcentrum, is a Swedish sports facility from Jönköping offering a wide range of activities such as padel, tennis, bowling, and climbing. Additionally, the center includes a hotel, restaurant, and conference spaces. Due to aging infrastructure, future investments, remodelling, and the need for a more cohesive brand, the client sought a complete rebranding to elevate its status internationally and improve communication with its diverse audience.

This was part of a university course

Role: Branding & Website design

Client: Racketcentrum part of Custom Project Management course

Services: Branding & Visual Identity, Marketing Strategy, Digital Launch Campaign, Digital Presence

Project Members: Valeria Fernandez, Katha Meyer, Naomi Petricioiu

The Rebranding Vision

The goal of the project was to transform Racketcentrum into SPORTIUM, a modern and internationally recognized sports and wellness hub. The rebranding focused on developing a strong brand identity, creating a comprehensive communication strategy, and ensuring alignment with the expectations of athletes, visitors, and sponsors

Challenges & Key Requirements:

✦  Uniting various sub-brands (RCSports, RCHotel, RCBowl) under a single identity.

✦   Expanding brand appeal beyond Sweden to attract international visitors.

✦   Simplifying the communication strategy to avoid overwhelming potential customers with excessive information.

✦   Develop a new brand name, identity, and vision that reflects inclusivity and versatility.

✦    Establish clear communication strategies tailored to different target groups.

✦   Create custom marketing kits for social media, PR, and digital platforms.

1. Research & Analysis

✦  Conducted in-depth market research to understand customer expectations and industry trends.

✦  Developed detailed personas representing various audience segments (professional athletes, amateurs, visitors, students, and sponsors).

✦  Identified key pain points and value propositions using the Customer Needs & Value Proposition Canvas.

2. Brand Development

✦  Created the name SPORTIUM, a fusion of “Sport” and “Stadium,” to reflect the multifunctionality of the center.

✦  Designed a modern, sleek visual identity aligned with the architecture of the renovated facility.

✦  Established core brand values: Inclusive, Sporty, and Uniqueness.

3. Communication & Marketing Strategy

✦  Defined tailored communication kits for each audience group, leveraging digital marketing, PR, and partnerships.

✦  Structured a content strategy to present SPORTIUM’s offerings through curated experience packages.

✦  Implemented a multi-platform approach covering social media (Instagram, Facebook, TikTok, YouTube) and print advertising.

Project Outcome:

The rebranding successfully transformed Racketcentrum into SPORTIUM, a dynamic, internationally positioned sports and wellness hub. The new identity strengthened brand recognition, streamlined communication, and enhanced customer engagement through a well-structured marketing strategy.

Key Contributions:

✦  Market research and customer segmentation analysis. 

✦  Brand identity creation, including naming, logo, and style guide.

✦  Development of a strategic, multi-platform communication plan.

✦  Design of targeted marketing materials for various audience groups.

✦  Establishment of experience packages to enhance customer engagement.