CASE STUDY

Tournament of Champions — Event Brand Identity

A visual identity created for the Tournament of Champions—designed to establish a bold, recognizable presence ahead of the inaugural event.

Brand Identity

Visual System

Event Branding

Art Direction

Brand Guidelines

Project overview

Tournament of Champions is a premier international squash event hosted at Grand Central Terminal. The goal of this project was to evolve the event’s visual identity into a flexible, high-impact system that could scale across digital campaigns, on-site signage, and promotional materials—while honoring the prestige of the venue and the intensity of competition.

The updated system needed to work seamlessly across formats, from large-scale environmental graphics to performance-driven digital placements, ensuring a consistent and recognizable presence throughout the tournament experience.

Approach

The focus was on creating a bold, modular visual system that could adapt to a wide range of use cases without losing clarity or impact. Photography, typography, and color were treated as core building blocks—designed to work independently or together depending on placement and context.

By establishing a clear hierarchy and repeatable layout logic, the system allowed key messages, schedules, and calls to action to surface quickly, whether viewed on large venue displays, social placements, or campaign assets.

Impact & outcomes

Strengthened value props with short, placement-specific copy that made each module easier to scan and act on.
Established a consistent CTA framework that improved clarity and helped users quickly understand the offer.
Created a repeatable visual rhythm — headline → product → offer — giving every email a clear narrative flow.
Introduced lightweight motion and hero animations to bring energy to launches and highlight key product features.
Refined product imagery, spacing, and color balance to create cleaner, more premium-feeling sections that elevated perceived value.

Applied brand foundations

Early applications of the system demonstrated how the identity could flex across campaign visuals, venue signage, and promotional assets—while maintaining a unified look and feel.

Ready to bring your next big idea to life?

Let’s collaborate to craft a brand that’s bold, strategic, and built to grow.