Industry
Entertainment
National Tennis Center Beijing
Agency
2x4
Role
Pitch Direction Designer (Logotype and Visual System)
- Built a set of strategy-led directions across a range of visual intensity; two routes advanced to the client pitch
- Developed the 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 Direction:
Jing Xin, Celine Fu
Design:
Chumeng Zong, Wenwen Zhang, Yating Liu, Jing Xin, Celine Fu, Xiaoyu Ma, Yankai Jin
Environmental Design:
Jing Li
Logo ConceptShortlisted in the final pitch, the 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