WORK
1
OF
8
Branding
BROADCAST
Women’s Tennis Association
Women’s Tennis Association
The Women’s Tennis Association (WTA) is one of the world’s most high-profile sports organisations. I worked closely with the team across brand identity, broadcast assets, and social media campaigns to help deliver a cohesive and comprehensive branding system.
The Women’s Tennis Association (WTA) is one of the world’s most high-profile sports organisations. I worked closely with the team across brand identity, broadcast assets, and social media campaigns to help deliver a cohesive and comprehensive branding system.
Broadcast design
Iconography
Design system
Brand guideline
Artworking
Broadcast design
Iconography
Design system
Brand guideline
Artworking
Stuart Watson
/ Exec Creative Director
Simone Costa
/ Senior Motion Designer
Reuben Osborne
/ Junior Motion Designer
Isabel Maguire
/ Senior Strategist
Millie Riley
/ Strategist
Stuart Watson
/ Exec Creative Director
Simone Costa
/ Senior Motion Designer
Reuben Osborne
/ Junior Motion Designer
Isabel Maguire
/ Senior Strategist
Millie Riley
/ Strategist
Stuart Watson
/ Exec Creative Director
Simone Costa
/ Senior Motion Designer
Reuben Osborne
/ Junior Motion Designer
Isabel Maguire
/ Senior Strategist
Millie Riley
/ Strategist
Natalie Doto
/ Design Director
Rebecca Grover
/ Senior Designer
Sofia Clausse
/ Senior Designer
Hikari Funayama
/ Designer
Natalie Doto
/ Design Director
Rebecca Grover
/ Senior Designer
Sofia Clausse
/ Senior Designer
Hikari Funayama
/ Designer
Natalie Doto
/ Design Director
Rebecca Grover
/ Senior Designer
Sofia Clausse
/ Senior Designer
Hikari Funayama
/ Designer
Challenge
The challenge was to redefine the brand’s identity, shifting it from a traditional sports brand to a more dynamic sports entertainment experience. By moving away from the category’s reliance on conventional feminine cues, we introduced a bold green palette, Powered-up Green, as a symbol of empowerment.
Challenge
The challenge was to redefine the brand’s identity, shifting it from a traditional sports brand to a more dynamic sports entertainment experience. By moving away from the category’s reliance on conventional feminine cues, we introduced a bold green palette, Powered-up Green, as a symbol of empowerment.
Broadcast
Around 80 responsive broadcast assets were developed, each tested for hierarchy, clarity, and performance across varying backgrounds. The focus remains on the players and the drama unfolding in each moment. Graphics are designed to support and elevate the action while consistently expressing the brand.
Broadcast
Around 80 responsive broadcast assets were developed, each tested for hierarchy, clarity, and performance across varying backgrounds. The focus remains on the players and the drama unfolding in each moment. Graphics are designed to support and elevate the action while consistently expressing the brand.
This led to the creation of a clear glass visual style, defined by transparency and layered composition, established as a dedicated broadcast design system and integrated into the overall brand identity.
This led to the creation of a clear glass visual style, defined by transparency and layered composition, established as a dedicated broadcast design system and integrated into the overall brand identity.
Grid system
Our 5px grid helps to align our assets within each frame. We can align our panels, typography, and logos to create uniformity across all broadcast screens. We always stick to the clear space guidelines when designing any assets for broadcast and ensure no designs fall outside of the clear space margin.
Grid system
Our 5px grid helps to align our assets within each frame. We can align our panels, typography, and logos to create uniformity across all broadcast screens. We always stick to the clear space guidelines when designing any assets for broadcast and ensure no designs fall outside of the clear space margin.
Hierarchy & highlight
We use two font weights for player names to ensure clear readability. The same approach is applied to scores, helping highlight the winning side. Subtle accents of Powered-up Green are used to indicate serves, player statistics, and other key information.
Hierarchy & highlight
We use two font weights for player names to ensure clear readability. The same approach is applied to scores, helping highlight the winning side. Subtle accents of Powered-up Green are used to indicate serves, player statistics, and other key information.
Icons
The functional icon set is inspired by the motion trail of a tennis ball in play, capturing its speed and energy.
Icons
The functional icon set is inspired by the motion trail of a tennis ball in play, capturing its speed and energy.
