Brief

One of four Grand Slams- the most important tennis tournaments globally, the Australian Open came to us back in 2015 for a complete rebrand. The Australian Open has always been known as the happy slam. Far from the traditional and stuffy preconceptions of tennis, the AO has always been synonymous with summer, fun and full of energy- putting players through their paces with the heat of the tournament, and so close to fans they can literally touch them.

Throughout the years the AO has transformed from a single tournament to a festival of entertainment- with live music, fine dining options and grass roots tennis accompanying the major tournament and an event that completely takes over Melbourne from January- February each year.

Solution

Along with being the first major of the tennis tours, the AO is home to many firsts- first to introduce retractable roofs for their tennis stadiums, new styles of game formats and one of the first to introduce equal pay.

It’s brand however, did not reflect this.

We needed to reinvent an out-of-date brand and shift perceptions from a summer event to a future-focused entertainment brand.

The strategy of ‘Game-Changer’ was born. A way to represent to the world that the Australian Open was a tournament of the modern era constantly changing, adapting and reinventing itself.

The following is a series of brand and campaign work since 2015.

Branding
Visual Identity
Art Direction
2D Motion Graphics
3D Motion Graphics
Campaign
Photography
Verbal identity
Web Design
UX/UI