Thinking Juice, the award-winning international integrated creative and brand agency, has been appointed to create the brand identity and touch-points for a new tennis initiative working with Judy Murray and the LTA.

Named Miss Hits, the programme is designed to encourage young girls, aged five to eight, into the sport using a host of fun, exciting cartoon characters. It will remove some of the barriers that prevent girls from playing tennis at grass-roots level, and go a long way towards finding Great Britain’s future tennis stars.

The programme will be delivered by tennis coaches and non-tennis coaches nationwide. The girls learn the rules and moves of tennis through a range of activities that are not typically tennis based, on first appearance. But most importantly, they do it while having fun.

Over the course of the six-week programme, each week is themed around one of the six Miss Hits characters. Dubbed the Spice Girls of tennis, each character has a fun back-story, likes and dislikes, favourite players, animations, dance routines and take-home activities. There’s even an App to help the girls learn the rules and scoring of mini-tennis while they play. It’s a truly gamified programme, both digitally and physically.

Judy Murray, Captain of the GB Fed Cup Team said: ‘My motivation lies in trying to address a problem we have in girls’ tennis in our country, but this is targeted at age five to eight entry-level girls – and it’s all about having fun.’

Launched at Wimbledon to global press on 1 July, the brief to the agency included the brand identity, creation of the 3D characters, animation, dance routines, programme collateral, responsive website and mobile App – all going live later this summer.

Gellan Watt, Managing Director and Chief Creative Officer said: ‘We’ve really enjoyed working with Judy and her colleague Laura on bringing her vision to life. It’s a fantastic programme and the work has been incredibly varied and interesting – from typical brand design to working with choreographers and developing dance routines that were motion-captured to bring them to life. It’s just been fantastic fun.’

He added: ‘We’ve always had strong links with sport as an agency with our work for NBA legends, Mizuno across Europe, working with Simon Fuller’s management company 19 and the delivery of many international campaigns for the David Beckham Academy, so it’s fantastic to now be involved with a sport that we love. But it’s also great being at the embryonic stages of a programme that has such an important strategic goal for GB tennis.’

The Miss Hits programme will be rolled out in Autumn 2014 in London, Bristol, Newcastle and Edinburgh initially, expanding to other cities in 2015.