Dunlop Sports

As a designer with over two decades of experience in the sports industry, I am often asked about the secret to predicting designs that will captivate consumers. Drawing on my extensive background, here are five things I do when it comes to designing a racket range for Dunlop – a process that involves meticulous planning and an unwavering commitment to quality and innovation.

EMBRACE THE ‘FLYING D’ DNA
At the heart of designing for our client Dunlop, is the ‘Flying D’ racket DNA. This distinctive element, born out of somethingcreativ’s initial concepts, builds upon the recognisable ‘Flying D’ stencil on the strings. By embracing this design element it not only ensures a unique look but also fosters brand recognition, setting Dunlop apart in a competitive market.

CONSIDER THE EVOLUTION
The launch of this third generation Limited Edition performance control (CX) series is a testament to our commitment to premium design. The cosmetic development process, initiated two years prior to product launch, allows for the organic evolution of the template through the integration of new materials, technologies, paint finishes, graphics, and typography.

STYLING THAT RESONATES
Effective styling goes beyond aesthetics; it elicits both physical and emotional responses from consumers. Our research spans diverse realms, including fashion, art, sports, automotive, and popular culture. Utilising storyboards, we craft colour palettes and inspire innovative solutions for our products through materials, colour, technology, graphics, and branding.

MOVE IT ON FROM A 2D CONCEPT TO TANGIBLE SAMPLES
Our research culminates in 2D cosmetic concepts that serve as the foundation for the design. Through reviews and feedback, we refine these concepts into final cosmetic options. These are then transformed into tangible samples, exploring various paint finishes, multi-layering for metallics, advanced techniques, decals, and other finishes.

FEEDBACK-DRIVEN ITERATION
Samples are distributed to key markets with a comprehensive feedback questionnaire. Input from employees, players and coaches is collated and carefully reviewed. Selected cosmetic options are further developed, target colours are matched, and additional colours with alternative finishes introduced. This feedback loop ensures a refined design that aligns with market expectations.

Once the final design is solidified and rigorous testing and legal checks are completed, the artwork is confirmed and supplied to the factory for production.

Our commitment is to transform concepts into tangible, game-ready successes.