Edgbaston Priory Club

Background for Edgbaston Priory Club showcasing marketing strategies
Woman at Edgbastion Priory Club swinging a tennis racket at a ball


Edgbaston Priory Club is a private sports club in the heart of Birmingham. The club has over 130 years of history and dates back to the very birth of lawn tennis. Set within historic grounds, the club boasts almost 15 acres of natural beauty just five miles from Birmingham’s dynamic city centre and offers members a variety of sports, lifestyle and wellness facilities – making it the perfect place to train, play, relax and unwind.

Our relationship with the club began in 2013, when we created characters for their Junior Tennis Open. Since then, we’ve worked with the business on multiple projects, including the recent launch of the family membership area. The club wanted to build the junior members area as a membership for families, to be an encompassing offer for all family members.

Blue background for Edgbaston Priory Club

The Task

The club sought to increase the involvement of families through the creation of a junior members area. To ensure we met their objectives, our brilliant team of designers set to work utilising core brand colours and themes to develop a junior members area full of bright, engaging characters representing different age brackets.

Building on the clubs’ signature phoenix logo, our designers crafted three junior members bands – Hatchlings (0-5), Fledglings (5-11) and Phoenixes (11+) to ensure that mascots were engaging and representative of each age bracket. Designed with the members in mind, the junior members area represents the abundance of sporting and wellness activities for children of all ages, as well as activities for parents of young children to join in with.

Logo design and mascot design for Edgbaston Priory Club on a mac computer
Advertising banner design for Edgbaston Priory Club
Woman playing tennis on a sunny day
The booklet cover design and booklet interior design for Edgbaston Priory club

The Results

The updated Edgbaston Priory Club junior members area reflects their position as a club for the whole family. The site has been built to cater to parents and children, through creches that enable parents to work out and relax knowing their children are well looked after, and with exciting characters to engage the younger members.

Graphic design plays a vital role in the marketing environment and creates a competitive edge for businesses. Our team of skilled designers built the junior members area with core brand colours in mind to effectively communicate the concept and ideas to the club’s target audience.

In addition to the website, our creatives designed graphics for timetables, flyers, posters, bags and more, to communicate and share the brand message. Our work led to a positive outcome for the client who delighted members with the new family area.

The booklet cover design and booklet interior design for Edgbaston Priory club

We were very happy with the work EDGE undertook for our eight years strategy document, especially the video produced in partnership with CMA. It has proved to be a great communication tool, sharing exactly what we wanted to communicate to our members about our future strategic direction and how we want them to feel about being a member of the club. The video seamlessly delivers the across the different media channels. We couldn’t be more satisfied with the final result.

Julie O’Hare Head of Experience at Edgbaston Priory Club

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