CHALLENGE
The brief was to create a visual identity that balanced professionalism with youth appeal. As a premier junior squash event, AJO needed a brand that could resonate with younger athletes while still aligning with Squash Australia's established identity. My task was to develop a fresh, dynamic design that felt bold, approachable, and unmistakably tied to the fast-paced nature of the sport.
SOLUTION
Since the event is popularly known across the country as "AJO", I capitalised on this opportunity and designed a bold yet youthful logotype that captures the energy of the tournament. Rounded corners and a fresh, lighter green (inspired by Squash Australia's palette) give it a modern, junior-friendly feel. The standout feature? A dynamic negative space running through the letters A, J, and O — representing a speeding squash ball and paying tribute to the sport’s fast-paced action.
RESULT
The result is a vibrant and contemporary visual identity that elevates the Australian Junior Open’s presence and reflects the spirit of the next generation of squash players. The new AJO branding not only captures the energy and excitement of the event but also provides a strong, cohesive look that stands out across digital and print platforms. It successfully bridges the gap between youthful enthusiasm and the prestige of a nationally recognized tournament, positioning AJO as a standout event in Australia’s squash calendar.
