W|LABS SHIFT
Wilson seeded and launched a limited number of rackets to gather feedback on an innovative technology through playtest surveys in 2023. Players have the ability to scan a QR code on the racket after playing with it to give feedback that influenced the final performance of the frame. For this project I led the graphic design development and creation of the custom paint that is used for the Shift franchise.
Teammates: Brad Schantz, Kim Fong, Stani Goussev
Controlled Bending
The Sift racket has extreme lateral bending while still being very solid on more flat shots.
Spin Is In
The unique bending combination allows for the racket to act like a catapult maximizing the amount of spin that players with modern strokes can achieve.
Paint and Transparency
The Shift racket features a custom paint that we worked to develop. It is a white that shifts to pink and teal in the sunlight. This paint is accentuated by the transparent material of the bumpers and grommets that creates a stark minimal aesthetic with an emphasis on the details.
W|Labs Branding
The limited initial release allowed us to be bold with the design. The pixilated Wilson logo adds a fresh take on a classic logo position while communicating that the racket is tech forward and still a work in progress. The QR code below the logo allows players who purchase the limited release of the W|Labs Shift to give feedback for future versions.
Shift Branding
The atypical logo orientations, sideways “I” and color pop play on the name of the racket while making the statement that this racket is packed with energy.