To launch Valera, a new padel brand, Jay was brought in from the outset to work with the founders on defining its story, purpose and creative direction.

Through understanding their vision of being the curators of padel by connecting the people, places, experiences and stories that bring the game to life, rather than positioning Valera as another performance-led sports brand, the strategy centred on padel as a way of life.

Inspired by the classic understanding of health and fitness, and building on the name’s Latin origin ‘valere’ (meaning to be strong and to live with vitality), to summarise the brand ethos she landed on the line ‘A life well played’.

This thinking underpinned the brand’s creative direction and visual identity, drawing on the heritage of mediterranean health and fitness whilst balancing it with the culture and lifestyle of the modern game.