Loire by LAIN

Loire

Tennis coaching

Website design, three pages

2026

A game seen
at speed.

Loire is a private coaching studio for players who want more from their training. The design has to say that without a single stock smile: no trophies, no score lines, just the game as it looks when someone is good at it, fast and slightly out of reach, and a promise that a coach will bring it into focus.

So the photographs do the talking. Each one is motion-blurred, then given one sharp thing to hold on to: a hand, a racket, a ball. A headline in one thin line of type sits over it, a row of tiny corner brackets frames every button, and white pages with hairline columns slow the dark ones down.

Court green
and one pale mint.

There is no palette page in the design, so these colours are read from the pages themselves: the dark green of the court that every first screen sits on, a lighter pine for the footer, sage for the tile behind the big mark, the pale mint of the headlines and plain white for the slow pages in between.

The logo as the header shows it: the mark and the name, in mint on court green

The same lockup, reversed on mint

The mark alone, in mint

On the sage tile of the footer

The mark and the name are the design's own vectors, set here unchanged.

A tile, cut
along a seam.

The mark is a rounded square with the seam of a tennis ball cut through it: one long curve and two slim ones. It sits beside the name in the header and, a hundred times larger, in the footer.

1. A rounded square, thirty-two units across.
2. Three cut-outs lie on one circle: a broad curve and two slim ones, as on a ball.
3. What is left is one solid shape with the seam open through it.

Four steps
to focus.

The home page says it in four words: assess, refine, develop, compete. Here the first photograph does the same. It starts smeared far past its own blur, and each step brings it nearer to the picture the design shows, until the last one is the design's own pixels, with the ball held in a bracket. Scroll, or pick a step.

A tennis player in a low backhand, blurred by speed, the racket and the ball sharp

Understand your game, movement, and goals.

Identify the details that can make the biggest difference.

Build stronger technique, decision-making, and consistency.

Bring your development into real match situations.

Three bounces,
one mark.

The program page names three ideas: personalized coaching, competitive insight and purposeful development. The mark has three cut-outs, a broad curve and two slim ones, like the seam of a ball. Here a ball lands on each idea, and where it lands one cut-out of the real mark is drawn. Then the three lift off the line, slide together and the tile closes round them.

#c3c99a

Three pages,
one court.

The home page opens on the swing and runs from the approach to the programs, the four steps, a coach and the players' words. The program page is built around private coaching and what a session contains. The coach page tells who stands on the other side of the net and why. Every page ends on the same dark form and a big mark.

The swing, the approach, the three programs, the four steps, the coach, the players' words and the footer.

Private coaching: one player, one coach, what a session holds, how it is built around a schedule.

Built from a love of the game: the philosophy, the founder and what happens off court.

Dark panels,
slow white ones.

Pieces of the pages, cut as they are drawn: three programs on white with a ball filling the middle, the four steps as a ruled row, a circle of sage round a player with the ways of working on tags, a coach in grey with his name over the glitch of a scan.

Your game, your path: three programs on white, one of them a ball

Progress with purpose: the four steps, the first one large

Every session has a purpose: a player in a sage circle, seven tags around him

Led by experienced coaches: the founder in grey, beside the text that fades in

One player, one coach, complete focus: the program page

Progress with purpose: Understand, Refine, Develop, Evolve as four ruled rows

A more considered way to train: a long photograph and the ball seam drawn large

Built around your schedule: three photographs on white

Built from a love of the game: a wide photograph with a smaller one laid over it

We believe better players are built with intention: four steps in a row

The game continues off court: three photographs and a ruled list

One post,
one swipe.

The website told as a post, the way Loire's players would meet it on a phone: the swing, the four steps and the mark.

Placeholder: replace with the first slide

Two more pages,
two more covers.

The home page is the cover at the top. For the shots the program page and the coach page get one each: the same dark green, a photograph and one thin headline.

The program page

The coach page