US Open Tennis

ART DIRECTION, CONCEPTING, BRAND AUDIT & STYLE GUIDE DEVELOPMENT

While at mcgarrybowen I worked on the USTA account in various capacities, mainly working with creative teams to design yearly campaign promotions for the US Open Grand Slam in New York (print, ooh, tv, digital, experiential).

Our agency was also asked to create an in-depth US Open Brand Guide meant to help the USTA refine their entire brand message. I worked with our design director and strategy team to interview employees and key stakeholders within the USTA and complete a brand audit that would inform the development and design of the brand guide. The main goal was to create a more cohesive and impactful brand message across the board through consistent visuals, tone of voice, logo usage, etc.

PENN STATION DOMINATION

A takeover of 22 digital screens in Penn Station in August 2014 allowed us the opportunity to finally make GIANT GIFs. We created gifs of players rallying back and forth between screens, celebrating and screaming, crowds moving their heads back and forth, and more. These gifs played for 15 seconds each with the CTA above pointing viewers and passersby to (impulse) buy tickets to the US Open.