Wimbledon Brand Refresh

In 2018, I led a brand refresh project for Wimbledon, joining forces with brand consultancy, The Clearing. Already featuring some distinctive brand assets, the refresh was to build upon the brand's strengths, to make the overall identity fresher, more fluid and strong both digitally and offline. The key foundations of the project was built from strategy, scalable brand architecture and new creative principles - which enabled the visual identity system to be implemented confidently and consistently. To accompany the new visual identity, a new tone of voice framework was developed, tightly knitting the visual and verbal identities of the brand much closer together. The master brand work then allowed for further guideline developments, including a digital product design system, hospitality guidelines, guides for initiatives and a brand new wayfinding system.