Aurial is an international network of padel clubs that sought to unify its brand, gain recognition, and connect with a new generation of players. Although it boasted high-level facilities and an active community, its visual identity didn't reflect the social, fresh, and expansive character that truly defines the Aurial experience. The challenge wasn't just aesthetic; it was strategic.

At identty, we propose a value proposition based on enjoyment beyond the game itself. Padel is the starting point, not the destination. We move away from the competitive and technical archetype to embrace the "friend": an accessible, approachable brand, full of energy and community. Under the positioning "More than a padel club," we redefine the brand as a hybrid space that blends sport, leisure, and belonging.

Aurial's new identity takes shape through a versatile and vibrant logo, built on a modified Coolvetica typeface that gains structure, warmth, and a modern feel. The graphic symbol synthesizes movement, technique, and vitality, evoking the bounce, the point, and the effect of play. The color palette combines lime green (renewal, dynamism) and blue (confidence, stability), reinforced by secondary colors segmented by audience (kids, women, men). The brand universe is completed with a friendly and recognizable iconography system, a photographic style with dynamic details and a vintage touch, and consistent applications across uniforms, social media, signage, and promotional materials.