Tennis coach Thom Billadeau believes developing tennis skills goes beyond a good forehand and a great serve. Training the mind is equally important. To establish a brand for his coaching services, Thom asked for a unique identity that would communicate the nuances of his teaching philosophy specifically tailored for elite junior players. The logo reflects the converging of coaching, the game, and the junior player, using simple, strong line work. It was produced in chartreuse, charcoal gray, and white on a variety of fabric and rubber patches designed for apparel, shoes and equipment.