Industry
Entertainment
National Tennis Center Beijing
Agency
2x4
Role: Designer
- Developed multiple scalable identity directions from one core strategy, with several routes shortlisted for the client pitch
- Explored a wide range of logotype and form directions that helped inform the final identity
- Developed one pitch route into a scalable identity system with clear rules, applied across key touchpoints
Challenge
A visual identity pitch for TPARK, a youth-focused tennis campus within Beijing’s National Tennis Center. With tennis rapidly becoming more mainstream, the brand needed to feel young, social, and energetic, positioned as “tennis is the new fashion”, while staying approachable to first-time players. The task was to translate that strategy into a bold, consistent system that could scale across real-world touchpoints, from courtside graphics and apparel to social and event materials.
Team
Creative Director:
Jing Xin, Celine Fu
Designer (Identity Exploration & Scalable Visual System):
Yating Liu
I developed four viable directions aligned with different angles of strategy. Multiple of them were shortlisted in the final client pitch.
Logo ConceptThe opposing bracket form, abstracted from the curve of a tennis ball, was developed into an easy-to-use system that scales into a title framework for the venue’s wide range of programs and events. Its direct tennis cue, strong extensibility, and clean sans-serif typography helped make the concept stand out.
Additional pitch direction for this project
TPARK (Tennis Park)
High-impact pitch direction scale to touchpoints to prove real-world viability