Afternoon Social Club is the most super chill sports brand on the planet. Designing a pickleball brand for lifestyle-first athletes, where maximum chill and guaranteed satisfaction come as standard.

Afternoon Social Club is built around a simple idea: sport doesn’t always have to be serious. It can be social, sun-soaked, and effortlessly fun. Created for casual athletes and curious newcomers alike, the brand reframes pickleball as a reason to gather, with less competition and more more connection. The name itself sets the tone. The afternoon represents the most feel-good time of day: golden hours of play that blur into evening drinks.

George partnered with founder Joel as business partners to launch Afternoon Social Club in Australia, introducing a new-to-world pickleball lifestyle brand to a new audience. While pickleball has exploded in the U.S., it remains relatively unknown in Australia, making it clear that a traditional, hyper-competitive sports brand wouldn’t resonate. Instead, the opportunity was to create a vibe-first movement that made people feel welcome wherever they chose to play.

George led the brand end-to-end, spanning naming, tone of voice, visual identity, paddle design, apparel, and digital. The identity was designed to feel like the most super chill sports brand imaginable. More street than sporty, more local club than corporate and deliberately uncompetitive. The color palette is summery and high-impact, borrowing more from surf and skate culture than traditional sports branding. The logo adds a layer of playfulness: a lazy ‘O’ that’s just chilling.

The brand centers around the product that is key to the activity: the pickleball paddle. The paddles are not only visually distinct, they’re also high-performance and available in three material classes: fiberglass, carbon fiber, and titan carbon. Adding to the fun, players can customize their own paddles which is perfect for evoking the team spirit.

Merch was designed to live both on and off the court, with a deliberate skew toward everyday wear. Think heavyweight cotton tees, crop tops, relaxed hoodies, hats and caps—premium pieces you would happily wear to the pub after a game. This allows the brand to live on beyond the court, in hopes to spread the social fun. Old friends, new friends, and anyone in between

Welcome to Afternoon Social Club: where laptops close, beers crack open, and you start swinging.