Building Melbourne's Home Of Padel
Year
2025-Ongoing
Client
Game4Padel Australia
Timeframe
Partnership
How we help
Strategy • Branding • Videography • Photography • Social Media • Campaigns • Fractional CMO • Brand Activations • Partnerships
Studio27 has partnered with G4P since 2025 as their fractional marketing team, across strategy, brand Identity, campaigns, content and partnerships. G4P opened Melbourne's first padel club in Docklands in 2022. Since we started working together, they've opened two more, in Richmond and Port Melbourne, and they're not done yet. We don't work next to G4P. We work inside it. The weekly emails, the new club launches, the brand partnerships, the Tuesday night league. All of it runs through one team, and that team includes us.
Studio27 has partnered with G4P since 2025 as their fractional marketing team, across strategy, brand Identity, campaigns, content and partnerships. G4P opened Melbourne's first padel club in Docklands in 2022. Since we started working together, they've opened two more, in Richmond and Port Melbourne, and they're not done yet. We don't work next to G4P. We work inside it. The weekly emails, the new club launches, the brand partnerships, the Tuesday night league. All of it runs through one team, and that team includes us.
The challenge
When G4P opened in Docklands in 2022, padel was still pretty new to most of Melbourne. If you haven't played it, think of it as a mix of tennis and squash, played in pairs on a smaller court surrounded by glass walls. It's easy to pick up and hard to put down, which is a big part of why the community around G4P grew so quickly. Over the next few years people kept coming back and bringing their friends, and G4P grew with them. There were social sessions for people who just wanted a hit, an academy for players who wanted to improve, a league for those who wanted to compete, corporate events for work teams, and memberships for the regulars. By the time we came on board in 2025, each of those programs had grown up separately, with its own emails, its own messaging and its own look. None of it was broken, but together it felt like five different businesses sharing one logo. With G4P getting ready to open more clubs, that was only going to get harder to manage. From the outside G4P looked like a place to book a court, when there was really a lot more to it than that.
When G4P opened in Docklands in 2022, padel was still pretty new to most of Melbourne. If you haven't played it, think of it as a mix of tennis and squash, played in pairs on a smaller court surrounded by glass walls. It's easy to pick up and hard to put down, which is a big part of why the community around G4P grew so quickly. Over the next few years people kept coming back and bringing their friends, and G4P grew with them. There were social sessions for people who just wanted a hit, an academy for players who wanted to improve, a league for those who wanted to compete, corporate events for work teams, and memberships for the regulars. By the time we came on board in 2025, each of those programs had grown up separately, with its own emails, its own messaging and its own look. None of it was broken, but together it felt like five different businesses sharing one logo. With G4P getting ready to open more clubs, that was only going to get harder to manage. From the outside G4P looked like a place to book a court, when there was really a lot more to it than that.
The solution
The first step was understanding where G4P wanted to go. G4P was never just another place to hire a court. It was Melbourne's original padel club, a partner of Padel Australia (part of Tennis Australia), and the venue that had hosted the Australian Padel Open and an international FIP tournament. The vision was simple: if you play padel in Melbourne, G4P should be the first place that comes to mind. So we developed a unique, recognisable identity that could carry one clear message: Where Melbourne Plays Padel. We evolved the logo system, colour palette and typography so the brand could stretch across more than one club, and set a tone of voice that feels social but still considered. Once the identity was in place, everything else had to line up behind it. We worked through every touchpoint, designing the digital and printed pieces, rebranding the whole Docklands club, and bringing the same brand into every club that followed. We also shaped the messaging across every piece of communication, from social content and emails to memberships and events, so wherever someone came across G4P, it felt like the same brand. As G4P grew, we expanded the messaging beyond the club itself and into what it does for the people who play there, which is where Making Better Players came from. We brought that idea through every program G4P offers, from socials and the academy to the league and memberships, so each one gives players a clear way to keep improving their game. One of the most effective things we did was grow awareness through partnerships. Working with brands like Wilson, Waterdrop, Red Bull, New Balance and many more has put G4P in front of new audiences and given players more reasons to get involved, from come-and-try mornings like Hit With Wilson to a team uniform and merch range developed with New Balance. We treat every partnership as a campaign that adds something genuine for the partner, for G4P and for the players, rather than just a logo on a wall.
The first step was understanding where G4P wanted to go. G4P was never just another place to hire a court. It was Melbourne's original padel club, a partner of Padel Australia (part of Tennis Australia), and the venue that had hosted the Australian Padel Open and an international FIP tournament. The vision was simple: if you play padel in Melbourne, G4P should be the first place that comes to mind. So we developed a unique, recognisable identity that could carry one clear message: Where Melbourne Plays Padel. We evolved the logo system, colour palette and typography so the brand could stretch across more than one club, and set a tone of voice that feels social but still considered. Once the identity was in place, everything else had to line up behind it. We worked through every touchpoint, designing the digital and printed pieces, rebranding the whole Docklands club, and bringing the same brand into every club that followed. We also shaped the messaging across every piece of communication, from social content and emails to memberships and events, so wherever someone came across G4P, it felt like the same brand. As G4P grew, we expanded the messaging beyond the club itself and into what it does for the people who play there, which is where Making Better Players came from. We brought that idea through every program G4P offers, from socials and the academy to the league and memberships, so each one gives players a clear way to keep improving their game. One of the most effective things we did was grow awareness through partnerships. Working with brands like Wilson, Waterdrop, Red Bull, New Balance and many more has put G4P in front of new audiences and given players more reasons to get involved, from come-and-try mornings like Hit With Wilson to a team uniform and merch range developed with New Balance. We treat every partnership as a campaign that adds something genuine for the partner, for G4P and for the players, rather than just a logo on a wall.
The results
In September 2026, G4P opens its third club in Port Melbourne, with nine new courts, a waitlist of players keen to get on court, and The First Key, the launch campaign we created to bring it to life. Since we started working together, G4P has grown from a single club in Docklands to three clubs, 22 courts and a community of more than 10,000 players, and it's still growing. Engagement on G4P's social media has grown right alongside it, as the community has become more active and more connected to the club. A big part of that has come from working closely with the whole G4P management team. Being that close to the business means the brand, the programs and the partnerships all move in the same direction, and decisions get made with the full picture in mind. G4P has invested in the venues, and our role has been building the brand and the demand that fills them. Because G4P opened Melbourne's first padel club, growing the business has always gone hand in hand with growing the sport itself. Today G4P is much more than a place to book a court. It's becoming exactly what the brand promises, the place where Melbourne plays padel.
In September 2026, G4P opens its third club in Port Melbourne, with nine new courts, a waitlist of players keen to get on court, and The First Key, the launch campaign we created to bring it to life. Since we started working together, G4P has grown from a single club in Docklands to three clubs, 22 courts and a community of more than 10,000 players, and it's still growing. Engagement on G4P's social media has grown right alongside it, as the community has become more active and more connected to the club. A big part of that has come from working closely with the whole G4P management team. Being that close to the business means the brand, the programs and the partnerships all move in the same direction, and decisions get made with the full picture in mind. G4P has invested in the venues, and our role has been building the brand and the demand that fills them. Because G4P opened Melbourne's first padel club, growing the business has always gone hand in hand with growing the sport itself. Today G4P is much more than a place to book a court. It's becoming exactly what the brand promises, the place where Melbourne plays padel.
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