Creating an agile brand expression

The problem: Rogers Cup, the premier Tennis Canada tournament, has long suffered from an identity crisis with its branding material. From last-minute player changes to multiple partners using the branding material to overly complicated creative, consistency and efficiency were needed. 

The solution: A simple brand identity based on a deconstructed tennis court. With the court's recognizable shapes becoming containers for visuals, we gave the brand the framework it needed before layering on original photography, bold typography and bright colours.