The Men's Professional Tennis Tour is the carrier of the game's biggest stars and most dramatic stages. They came to us at Reign to pitch for their season-long marketing campaign, producing materials that every tour stop could choose to use to promote their tournament.
STRATEGY & CREATIVE
Research uncovered the design problem pretty quickly: some tour stops are at venues that are rustic, old, and nostalgic, while others are at venues that are new, slick, and shiny. The marketing goal was clear: convince more tournaments to use our campaign materials rather than creating their own. Our campaign strategy was to give each tour stop their own identity while retaining an overall brand design. Backgrounds were built from city and stadium highlights, older venues carry a gritty, textured feel while newer venues felt new and shiny. Badge graphics keep the campaign in the same visual family and provide a familiar shape to the entire campaign.
MY ROLE
I lead the strategy development, ideation, design, copy, creative direction, and video direction.
For: Reign