Paddlewell’s mission is to minimize the lonely and sedentary lifestyle in retirement homes. To do this, Paddlewell is a recreational pickleball league registered within retirement homes, allowing residents to form teams and play against other retirement homes. The culture of Paddlewell is friendly, fun, light-hearted, and inclusive.

The typography needs to stay soft, neutral, and consistent to better resonate with retirement communities. Hence, I chose two similar fonts for headings and body.

The name “Paddlewell” cleverly combines the activity of pickleball (which involves paddles) with the concept of wellness. By focusing on the word “well,” it emphasizes the company’s mission to enhance the overall well-being of its participants. The name suggests that “paddling” (playing pickleball) can contribute to feeling “well,” both physically and emotionally. 

The use of smiling paddles adds a sense of warmth and friendliness, which reflects Paddlewell’s inclusive, light-hearted culture. By giving the paddles faces, the logo emphasizes the social aspect of the company, highlighting the idea of companionship and connection.