National pride. Asset creation
TENNIS AUSTRALIA
Launched at the 2007 Australian Open, the new Tennis Australia brand replaced a decade-old identity with a vibrant, modern expression. Built around the “Wonderful World of Tennis,” it celebrates energy, accessibility, and fun while supporting the sport’s evolving vision.
STRATEGY
IDENTITY
IMPACT
AO
Operates Australian Open
1.4M+
Australians participate
STRATEGY
Unite elite performance, grassroots participation, and national optimism in one identity. Trust unlocks confidence; belief in a brand accelerates creativity and connection.
SOLUTION
Movement-led, hand-drawn forms capture game rhythm. Electric Australian colour with subtle embedded “A” anchors national pride.
VALUE
Creativity built trust, unified stakeholders, and created a globally recognisable icon. Blue courts visible from Google Earth.
