NEIGHBOURHOOD NETS
Social / Content
Neighbourhood Nets is a premium padel court in Ganapathy Colony. I came on as freelance support to illustrator Anushka Madhavan, who built the brand identity and handles the club's social.
My work here is the social art direction and the brand book. The posts that ran before I joined were made by someone else.
The brand book names five attributes: soft luxury, wellness, sophistication, sporty, relaxed. Two of those pull against each other. Sporty wants heat, contrast and motion. Soft luxury wants restraint and space. Most club feeds pick one and drop the other.
The identity was already settled when I joined. Anushka had built the logo, chosen the script and serif, and set the palette. Nothing was missing at that level. What was missing was a way for any of it to behave once it hit a feed: every post solved its own layout, its own hierarchy, its own crop, so thirty squares never accumulated into a brand.
So the calls I made were application calls. Shoot everything on the club's own clay at low sun, and the court runs the palette rather than a graphic background. Give the script the display line alone, one thought per post, and let the serif carry anything that has to be read at speed. Keep support copy small and thin, low in the frame, closed by a single hairline arrow that marks the swipe.
The rule underneath all of it: type never sits on the subject. It goes in the empty court, where there is nothing to fight. That restraint is where the soft luxury comes from, and the court supplies the sport without anyone having to shout.
The identity I was working inside: attributes, tone of voice, the script and serif pairing, and the palette, all set by Anushka before I joined
Most of the feed runs as carousels, so the system had to hold across a swipe as well as a single frame. Each series opens on one script line, keeps one idea per slide, and closes on a line that sends people back to the court.
The feed as it is actually used: tap a post, swipe the carousel
Single posts carry the club business: pricing, booking and seasonal pushes. Same rules, no swipe to lean on, so the one line has to do all the work.
The brand book was remade alongside the posts so the rules outlast me. Anyone picking up the account can see the pairing, the palette and the tone in one document rather than reverse engineering it from the grid.
Brand book: cover, logo, apparel, merchandise, signage and social guidance
Brand Identity, Illustration / Anushka Madhavan
Social Art Direction, Brand Book / Jones Jangila
