US TENNIS ASSOCIATION / US OPEN
Brand Experience Audit.
(Thinkwell Project) In 2017 the iconic US Open was poised to unveil significant changes to the physical environment of the tournament. My employer, Thinkwell was engaged to provide an assessment of the overall guest and brand experience.
My brand presentation made a case for not only the environmental and way finding graphic improvements, but to reevaluate the US Open logo identify, which yielded unanimous agreement by the USTA board.
PROJECT DETAILS
On site/off site brand experience research
Stakeholder interviews
Review of audience types
Findings assessments
Future ‘big ideas’ presentation
Presentation design
Brand strategy
Identity design
RFP proposal
54-page brand package
The US Open experience
Insights from stakeholders
Brand principals
Experience audit
Areas of opportunity
Actionable Ideas
Logo identity
Identity recommendations