During all of our stakeholder meetings, everyone referred to the event as “their AO” and our belief lay in the simple logic of using the two letterforms and allowing people to explore, interpret and take out whatever the event meant to them.

We started by looking at the tennis court in perspective, stripping it back to its simplest form, with the A representing the player and the O the ball. By animating the two components, a limitless combination of relationships became available and like the game itself, never remained static. It developed into a flexible and dynamic system with a new revitalised colour palette. It interacts across all communications and animates as a moving image. A future proofed identity that changes the game.

The new AO identity needed to work across a multitude of touchpoints - delivering the essence of the dynamic, live experience. We helped Australian Open ideate, develop and implement the identity across collateral from tickets and t-shirts, hoarding, posters, website, internal communications, TVC and partnerships. We also developed the concept of an animated 3D AO - bringing the brand to life through a live digital platform (the final installation was created by PA People and Looper Films)

A poster that encompasses both the epic finale and the shift to the future the Australian Open has taken. A poster that lives beyond the walls it hangs on.