US Open Retail
Overview
The US Open is one of Wilson’s most premier and significant partnerships. The tennis community pays close attention to the Grand Slam event where Wilson is at the forefront.
Problem Statement
Our primary objective was to transform the Wilson retail store located on the US Open grounds as a space for the tennis community to celebrate, elevate, and participate.
Company
Wilson
Contributors
Jessica Willis - Project Management
Nicole Gazzano - Production
Amanda Cerutti - Design
Albert Mur - Design
Evan Stremke - Art Direction
Technology
Figma
Workamajig
Team Coordination
The racquet creative team was tasked with creating graphics for the US Open retail space as an extension of a larger PLAY INSPIRED brand campaign. Although this campaign was created for the specific event, the creative direction was designed for use across all Wilson sports and key calendar milestones, working at brand, sport, and event levels. Because the reach and intent of this campaign was sprawling, careful considerations and alignment across multiple teams was required.
Quality Control
Ensuring the quality and direction of the graphics was critical for this project. Collaborating with the creative team to maintain the PLAY INSPIRED campaign consistency which had tight guidelines on using "color to amplify" and "high contrast type." Also, the decision to feature ad staff always requires additional levels of quality checks to ensure partners are featured in the best light.
Cultivate Team Growth & Development
Successfully advocating for the creatives to be physically present at event spaces was my key takeaway from this project. This onsite presence allowed the team to gain valuable insights into the layout, lighting, traffic flow, and other environmental factors. Direct observation and feedback during graphic installations enabled better collaboration and learning, informing and optimizing future branded space projects for maximum impact and effectiveness.
