The objective was to redefine Wilson Labs as the creative and technological heart of Wilson, an identity that embodies innovation, experimentation, and the pursuit of progress. The project aimed to elevate Wilson Labs from a behind-the-scenes function into a visible, inspiring platform that connects innovation stories across all categories. By crafting a timeless identity rooted in Wilson’s 110-year heritage yet focused on the future, the goal was to strengthen the brand’s credibility in performance technology and establish a consistent foundation for all innovation-led storytelling.
We redefined Wilson Labs with a new brand identity and visual language that balances technical precision with human emotion. Through deep market and brand research, we explored how “innovation” should feel within the Wilson ecosystem, rooted in authenticity, not abstraction. The resulting system expresses progress through motion, modular structure, and bold simplicity.Every design element, logo, typography, color, and motion, was crafted to reflect the spirit of experimentation and forward thinking that defines Wilson Labs. The identity was then extended across digital platforms, lab environments, product storytelling, and internal communications, ensuring consistency and clarity at every touchpoint. Ultimately, Wilson Labs emerged as the symbol of Wilson’s creative engine, bridging legacy and future, product and imagination.
The redefined Wilson Labs identity strengthened the brand’s positioning as a global leader in innovation, creating a clear and inspiring platform for future storytelling. It elevated international recognition of Wilson’s impact, unified the brand’s heritage with its forward-looking vision, and provided a timeless identity that continues to guide innovation narratives and product launches across categories. This identity has since become an essential foundation for telling the stories behind breakthrough technologies such as the Airless Basketball and the Burn tennis racket.
