Energizing a Modern, Inclusive Tennis Experience
The New Times Open branding was created for a professional tennis tournament held in Ottawa, Canada, designed to engage a broad demographic—avid tennis fans, sports enthusiasts, and families seeking a lively sports experience. The objective was to craft a visual identity that captures the energy and elegance of tennis, appealing to audiences aged 13 to 75. This modern branding approach was developed to create an inclusive, welcoming atmosphere that resonates with both casual spectators and dedicated followers of the sport.
Research-Driven Design with Dynamic Motion
The design process began with in-depth research into tennis trends and the branding of professional tournaments. Inspired by tennis court colours and the iconic tennis ball, I developed a vibrant colour scheme. Initial sketches explored logo ideas, with the final concept symbolizing a tennis ball’s “out” judgment. To bring the sport’s movement to life, I created two dynamic characters with exaggerated lines and motion, reflecting tennis's energy and precision throughout the brand’s visual elements.
Inclusive, Energetic Branding with Broad Appeal
The completed branding captures the movement and intensity of tennis in a cohesive, inviting style. With creative, playful graphics, the design balances a refined look with a more approachable feel, making tennis accessible to all audiences. The project received positive feedback for its vibrant, energetic approach and was further refined based on reviewer insights, ensuring an engaging and welcoming event atmosphere for all attendees.
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The Cheshire Cat Pub
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